We’ve always believed that marketing and advertising works best when it delivers an emotional connection between whatever is being ’sold’ and whoever is supposed to be doing the buying.

No emotional reaction means no response or action.

Bigger, better, faster, cleaner, tastier is all very well. But it doesn’t ‘get’ you; like Don Draper does in this fantastic scene from the first series of the excellent Mad Men.

Good luck in your next meeting…