Forgive me but today I’m going to start by reverting to examples from my past life in agencies. Remember paying a premium to be on a right-hand page within a magazine? Or to be first in break in the first break in the heavily promoted new TV drama? Or to be the last ad shown before the movie starts in the cinema?

When I worked in the US, the agency media director responsible for the McDonald’s business had a framed quote from the CMO on his office wall. It read: “Media is far too important to be left to media people.”

We are living in a binary world. Black or white. Left or right. Hero or zero. Win or resign. We always used to decry the very idea of grey (our ex-PM, John Major was ridiculed for being ‘grey’) but right now the middle, the more tolerant, the compromise are all looking more and more appealing.

I grew up on the Procter and Gamble account. If there’s one thing P&G do better than almost anyone is to follow their own advice based on their own experiences. They used to call this ‘Search and Reapply’.

Unilever had a similar mantra, ‘Steal with Pride’.