Don't let anyone tell you otherwise. Almost every media story - tabloid or broadsheet, broadcast or print - will have an element of Sex, Fame, Humour or Controversy, or a dash of Culture and/ or Genuine News. Remove everything with one or more of these reference points, and chances are you will be left with nothing but the ads.

So we train our people to think a lot about Sex, Fame, Humour, Controversy, Culture and Genuine News. We don't do blah campaigns at Jackie Cooper PR because blah campaigns rarely cut through. And nor do we court controversy for controversy's sake. This runs contrary to the principles of protecting, nurturing and building brand equity. New thinking - fresh thinking with ideas that genuinely educate, motivate and entertain - is what we are all about.