You often hear the term ‘no job too small’. Well in our case I think this is one of the smallest we have handled recently. That doesn’t make it any less important – far from it. To be honest there’s probably just as much effort that goes into a 3cm single column ad as any size advertisement. The words still have to be considered as carefully – it still has to travel down the same concept, approval and artwork delivery chain. The impact/results/value for budget still have to be measured by the client – quite tricky in this particular case. Listening for those immortal words “I saw your ad and….” or “your ad reminded me to call you” would be great if everybody actually said that sort of thing. A carefully constructed response to a new or fresh enquiry could reveal the trigger, but somehow “how did you hear about us?” doesn’t quite fit when you’re Aston Martin!