1. The essence of marketing communication today is...

'Originality, authenticity & credibility. The challenge is to keep it different, fresh and relevant.'

2. What you really mustn't do anymore is...

'Assume that ‘whoever shouts loudest gets listened to'. It's not just what your brand says but how they say it. People today are media savvy and extremely selective. It's no use ‘being crazy' for ‘crazy sake' just to get noticed. It has to relate to people and have meaning.'

3. This work I like because...

'W+K's Honda ‘Difficult is worth doing' campaign certainly lived up to its own strategy. Creating the UK's first live broadcast TV ad was without doubt difficult and definitely worth doing. Capturing people's imagination with highly original, adaptive thinking is no easy task, but they continue to do it. W&K's Gravity and Hurt spots also stand out as beautifully insightful. They take simple, powerful truths and explore them in an originally poetic way.'

4. The Amsterdam Worldwide method is...

'Ideas without borders. Not being restricted in our thinking, strategy, creativity and choices and finding a truth about a brand or product that hasn't been said out loud before. '

5. This resulted in work like this...

'We've just launched Onitsuka Tiger's global ‘cycle of life' brand campaign to celebrate their 60th anniversary. In Japanese culture a 60th birthday is a milestone of major significance laden with symbolism around the ‘Cycle of Life', which is itself based on the Japanese Zodiac calendar. When we discovered the ancient Japanese Zodiac legend about a race that took place to decide the order of the calendar, we recreated the race in an epic 3minute animation and built a one meter-long sneaker diorama on which the race took place. As well as print, online and in-store executions, the huge intricately detailed sneaker also goes on tour around Onitsuka Tiger stores worldwide. The ‘Made of Japan' strategy is at the heart of everything we do for Onitsuka Tiger - its heritage and authenticity really brings the work and brand to life.'

6. An excellent agency is built on...

'Consistently brilliant work.'

7. Clients you keep with...

'Keeping our promises.'

8. With this brand D66 I'd really really like to do something else.

'Dust off D66 (the Dutch political party) and bring them into the 21st century (Thonic for example did a very nice job for the SP). D66 has struggled in the last years, even getting to the point where they considered quitting. However, their views seem highly relevant in these times, combining liberal ideas such as a firm belief in individuals' potential and creativity with social and environmental awareness. How could any educated person, especially the younger ones, resist? It would be interesting to start with renaming and rebranding the whole party. Quoting your foundation year works well for beers, but may not be helping in this case. The party wouldn't lose anyone with such a move, but could gain a lot from it. - That's one brief we'd like to see!'

9. If you are looking for an agency, in all honesty, I'm not afraid to say you should come to us because...

'We deliver consistently brilliant work and we keep our promises.'