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Innovation. It’s doing things new or differently. That could be anything. It’s not necessarily developing the new i-phone or a square wheel. It can be as basic as a new media plan or a new way of talking to disgruntled customers. Innovation to marketers is not simply a nice idea we can expose on a Sunday to the other chaps on the golf green. (‘Whoops, look, my silly pants have dropped and I’m afraid to say, if you look closely, you’ll see I’m as hard for you Peter as a five iron on a frosty morning. Let’s go over to the rough there and get all rough with each other’.)

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To cliché or not to cliché. Oh, that is the question. Whether it is best to use familiar phrases and conventional scenarios to speed the public to understand your messages, or whether you are better to break the mould, think outside the square, do the rad.