Shallow as that might be, it’s still the right way to approach it. Then of course, if you like the work, you should take some time to get to know the person behind it and find answers to those questions you’ll no doubt have.

Questions like; Did getting on the cover of an AWARD Annual in his first year go straight to his head?

In this case the answer is clearly, no. Mainly because the cover spot was the result of a performance and not performance. In fact, it would be a few years before that happened and even then it was on the inside.

Or questions like; Why did he make the switch from art director to copywriter?

To which I’d reply that it was partly due to the fact that I loved every part of advertising, but it also helped that I partnered up with Alex, a far superior art director.

And questions like; If he really is a ‘through-the-line’ creative, why does his latest work attack digital media?

Which I’d simply respond by saying that I value effectiveness over efficiency. Something achievable in all media but not equally.

And lastly you might ponder, over 10-years on from breaking into the ad industry, where is he now?

Well, Alex and I started our own agency a few years back and now divide our time between our clients and freelancing at some other great Australian agencies. Which reminds me - I should probably get back to work.

Get in touch here or here.