Why do you think it was so successful? Targeting. We had a very good match between the types of people who we knew bought marmalade and the types of people who we knew through research listened to that radio station. And we fitted them together in a way that made sense. In the morning, at breakfast time, marmalade is a product eaten mainly by older people, so they were listening to this radio station. Everything fitted together - that's what made it a success. Is there another piece of TV advertising you can think of, which was very successful? Well, er... I was very proud once of an advert I did for Kraft Cream Cheese Spread. It was very simple. We demonstrated what the product did. Three glasses of milk went into this cheese spread, we said why mothers would need it - it was for the kids to help them grow up, it was a growing up spread - and we created an advert that was fun.