Kit Kat ‘Ashes’

When I arrived at J Walter Thompson my briefing notes told me Wayne Robinson and Matt Collier were one of the young teams I should probably let go.

But I’ve always made my own mind up and, as much as they were appreciated, my briefing notes were, after all, provided by people who had presided over the very work I had been brought in to improve.

In fact, with their talent, ambition and incredible energy, within weeks Wayne and Matt were my ‘go to’ team.

This idea was completely proactive.

It needs to be understood within a cultural context but it attracted a lot of attention, not least from The Creative Circle where it won a Gold award.

Wayne and Matt have gone on to do extremely well.