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Tim Geoghegan, great insight and you’re totally right, we are in the problem solving business (not advertising business) and creativity is one of the great tools to do the job.

Having read your article it’s pretty clear you got to a similar viewpoint well before me :-). “Don’t outspend — out-think” — great approach.

If you were to “out-think” the market and set up today, this week, an agency / business / consultancy for 2020 what would it look like?

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