"Our job if I can see straight and hear clearly and understand ~ is to make advertising and run advertising that is seen and read and heard ~ and remembered ~ for its reasonable and compelling truth."

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Local brands evoke national pride, are seen as less profit-oriented, and are often formed on deep local insights. But quality worries persist, innovation is questioned, the information can be woefully inadequate, they are sometimes seen to be opaque and their advertising is clearly recognised as not being of a global standard. For local brands, quality, innovation and transparency are critical hills to climb.

— Miles Young