When Dixons retreated from the high-street to the internet, we were tasked with making the move appear to be a strategic decision. So we launched a series of adverts lambasting their rivals for unnecessary overheads, and therefore higher pricing. Harrods threatened legal action, and John Lewis uncharacteristically commented on the campaign, calling it a ‘low-down swipe’. All in all, you could say it was a huge success. In fact, it was top of the Gunn Report, winning more awards globally than any other campaign.