Nice article, Paul.

Marketing Director meet cahunas. Cahunas meet Marketing Director.

You ask how we understand what different individuals want from an ad? For me, that's half the problem. Too many times, people try to reach every single person with an ad or a campaign. Marketeers paw over ideas already loaded with fear; fear that the message will be lost on A; worry that the proposition doesn't welcome B and angst over attracting C.

Marketing should always be entrepreneurial. Prospective. I totally agree we need these great leaders you talk about, but I don't think they're being served with any less quality in ideas. I think a lot are just afraid to fail. Or at least to stumble a little. And that's compounded by the SM explosion. There's a lot of back watching going on - marketing with a safety net.

I'm all for magic, and with a hooge DM background, love a fair bit of logic, but always, always believe that should be combined with a bit of testosterone-fuelled spirit.

Too sexist? Let's put it to a focus group.

Not another typo, people? Surely you meant 'the Under 7s captain of Berwick Rangers'? Get it together, Drumsters.

Is there any chance people could stop calling online games/ branded videos 'viral'? And by 'people' I also include the reporters that write within our industry.

The client, and indeed the agency, may want it to be viral or go viral, but that often takes a lot more imagination/insight/engagement/luck/black magic (or all five) than merely sticking something online and waiting for it to spread.

It's a bit like RAF mechanisms in DM - just because you suggest someone recommends a brilliant service or product to a friend doesn't mean they'll have the slightest inclination to do so.

Please note, I'm not commenting on the creative here - I hope it does very well for all concerned. It's just that the grumpy, pedantic copywriter in me is becoming increasingly miffed at our industry's persistence in bastardising a term, that just isn't appropriate.

Pretty despicable. In every conceivable way. Whatever next? A website that tells scumbag, no-mark burglars when homeowners are out of their houses? Oh hang on...

Like the idea and well done to Yorkshire Water for going some way in tackling a subject that must be a bugbear for millions of householders: trying to make sense of what you pay your hard-earned cash for. I only hope this campaign will be followed through to its natural conclusion by YW and they make every effort to make their bills absolutely crystal clear - especially for the likes of the consumers parodied in the ad above. Oh, and people like me!

Then hopefully, the gas and electricity suppliers might think about following suit, and treat their customers with a little more respect by producing clearly designed bills, written well in plain English rather than Double Dutch. End of rant, start of a new age of utility company/consumer harmony? I'm sure there's an opportunity there for some fuel-peddling behemoth.