Whilst we understand and respect what is known to work, we are not slavish followers of formula. Apart from anything else, the rise of digital and of consumer engagement, mean many of the old certainties are no longer delivering.

Responsive principles still apply, but they need to be applied in a contemporary way. The challenge often is to understand what has worked in the past, and then apply new techniques to build on that knowledge.

This may well include:
•    Understanding the customers and the brand strategy
•    Analysing data for clues and insights into customers
•    Looking at positioning and where brand and customer meet
•    Developing propositions that will captivate customers
•    Agreeing ROI targets and other measures
•    Striving to make the creative work exceptional
•    Recognising the differing parameters of digital and traditional media
•    Monitoring progress and making recommendations based on results