David Ogilvy

It is a most extraordinary thing, but I never read a patent medicine advertisement without being impelled to the conclusion that I am suffering from the particular disease therein dealt with in its most virulent form.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.

If you've done a bit of journalism, everyone assumes you must be moving into PR. We're absolutely not becoming a PR agency and we're not turning into Brunswick. We will remain SRU, but we will be owned by the Brunswick Group. It's quite different.