When we started out in 2000, we did so because we felt that advertising agencies were good at describing the change going on around them in theory, but unlike the client community, avoided facing up to the implications in practice.

The first big test for our ‘new model agency’ was a pitch for the Applied Materials account, and we came up against industry giants Saatchi & Saatchi, McCann-Erickson and GSD&M in the pitch for a $30 million global assignment. We were lucky enough to get hired by Tom Hayes, a marketing maverick and author who was on his own mission to shake up the semiconductor industry. Today, we continue to work with Tom in his role as CMO of Marvell, where he is busy taking on Intel in the battle for market share in mobile technology.