Its now about 11 and a half years since I thought it would be a good idea to work in the media industry for a year or so. I didn't quite understand how everything was on the internet for free but somehow companies like Google and Facebook were worth millions of dollars - but knew that it was something to do with advertising, and wanted to understand how that business worked a bit better.

As it turns out, the first thing I learnt which pretty much shaped the next decade of my career was that communications technology might be interesting, but the impact it has on people and their behaviour is far, far more interesting.

Something else I learnt, probably a few years later, was that the world of "digital" that was massively disrupting the advertising industry is only a subset of "marketing". The problem is that "best practice" for digital media/advertising isn't necessarily "best practice" for advertising in general.