Cut any Cooperette, and they bleed Chocolate Fudge Cake. Or something like that. You will often hear us refer to the Chocolate Fudge Cake approach to media and may indeed wonder why.

Great fudge cakes have many layers. That's what makes them so delicious. We believe that great PR campaigns need to be like great chocolate fudge cakes - with each layer equating to a segment of media. In this way, for example, a fashion story is not confined to fashion alone. It belongs equally on the features pages, the business pages, the style pages, the news pages, in pictures, in promotions and more. It's our way of refusing to niche brands and of ensuring that we generate coverage that has critical mass as well as creative cut through.

We have never niched our thinking about brands - and we never will.