Whilst starting this consultancy presented a few challenges, naming it wasn't one of them. In fact, it almost chose itself. That's because I've always held the view that there are two vital elements to creating advertising that works.

The first is gaining attention and the other is establishing empathy with the brand.

You can be as strategically correct as you like, even pour a bucket of money into the media, but if your communication fails to cut through and establish a relationship with the consumer (that's the empathy bit), you have achieved nothing. Pretty logical really, but the tricky bit is getting it right.