ACKNOWLEDGEMENTS Thanks are due first to Lammy, who put up with the fractured holidays and weekends when I mostly wrote this book, and who provided sanity throughout. Then I must thank my predecessors at Ogilvy & Mather: Bill Philips, Graham Philips, Ken Roman, Charlotte Beers: without each of their contributions the brand would not be what it is. And special thanks go to Shelly Lazarus, my immediate predecessor, who guided and supported me in Asia and New York. My successor, John Seifert, has been an ardent supporter of the project. Herta Ogilvy provided encouragement, hospitality and friendship throughout my tenure: she is the direct line to David which all of us who have worked for the firm have felt and cherished. Joel Raphaelson generously gave his wisdom from “the first time round”, and I crave his forgiveness for my latter day solecisms. Any wisdom in the book is collective much more than personal. How can I properly thank my colleagues at Ogilvy & Mather over the years? My creative partner Tham Khai Meng is the “best of the best”: without him there would have been nothing. I was blessed to work with two inimitable strategists, each very different, Ben Richards and Colin Mitchell, as well as my Vice Chairman and Consulting Head, Carla Hendra. My brilliant colleagues throughout the organization have been indispensable collaborators. Thanks in particular to: Brian Fetherstonhaugh, Christopher Graves, Rory Sutherland, Calvin Carter, Piyush Pandey, the late Tim Broadbent, Kent Wertime, Thomas Crampton, Martin Lange, Pete Dyson, Mark Lainas, Madeleine Croucher, Julia Stainforth, Shelina Janmohamed, Andrew Barratt, Carlos Nunez, Paul Matheson, Dimitri Maex, Bjorn Stahl, Magnus Ivansson, Minoru Fujita, Maki Suzuki, Akira Odagiri, Mike McFadden, Jeremy Webb, Madeline Di Nonno, Jaime Prieto, Sean Muzzy, Mark Himmelsbach, Rajiv Rao, Maeve Countey, Mi hui Park, Beth Ann Ingrassia, Sabrina Allen, Robert Lear, Peter DeLuca and Liam Parker. A thank you to all the Ogilvy Discipline Heads, GBM leaders, Account and Creative