It was a summer’s day, and the advertising agency was ready to unveil the concept pieces that would be at the core of its marketing campaign. This was a niche agency set up by advertising creatives with experience at some of the UK’s top agencies. Informality was the order of the day and the young creatives sported open-necked shirts and trainers. Sitting on the other side of the room was the client, a natural energy producer who was backing wind turbines. This visionary had devoted his life to harnessing energy from renewable sources and everyone waited expectantly for the white sheets to be removed from the boards around the room.