James Booth

Give me an example.

Well, we had a situation in I think it's probably late 99 or early 2000 where we were trying to raise some profile and we couldn't raise any profile.

And I ended up having a conversation with somebody who was a journalist.

And I let slip a load of stuff that was.

We were making mock-ups.

It was early, early days, and we were putting mock-ups together to then take into clients.

And I may or may not have let him believe that some of those mock-ups were real.

And he then did a comprehensive piece in the trade press about how we were working with these clients, which

We then backtracked on massively and got a withdrawal.

But it gave us the exposure we needed.

And after that piece of activity, the phones started ringing and we were off.

Absolutely right and it worked and it was extraordinary to see when we were then in press talking about what we referred to as rich media back in those days and actually found that agencies were calling us and publishers were calling us, brands were calling us because suddenly there was a story there around how do you make online advertising, display advertising interactive, how do you drive branding, how do you make online advertising much more interesting.

And there was, in fact, my stupid face in this article, having, you know, showed this guy some really, really, back in those days, I mean, this is when bandwidth didn't exist, and being able to show him some time-based sequential multimedia experiences that hadn't been seen elsewhere in market.

And that was exciting.

I mean, the whole thing is no such thing as bad press.

Or we work right across the industry.

So we work on and off with all of the usual suspects from a media agency side.

I mean, we have some very close range of partnerships with some.

We work with the independent trade desks.

We work with the big agency groups.