When you look at our creative work, we hope you'll immediately love it with your customer's heart. But we would also like to appeal to your marketing expert head, and so we want to take you behind the scenes and show you the creative intelligence behind some of our campaigns - and some that doesn't lead to anything like the traditional idea of creative.

Security Industry Authority: The government has decided it's time to license wheel clampers and door supervisors (bouncers to you and me). Later they'll license everyone else who works in private security.

The problem is, some clampers and bouncers are perfectly respectable, but others are rather less so. Of course, they're the ones who most need licensing, since to get a license you'll need to show you're trained, professional and don't have any inappropriate convictions...

Finding them is the hard part. The people who own car parks typically don't employ their own clampers - they contract it out. The same applies to many places that use bouncers. Both groups also include a high number of people who do not speak English as their first language and are borderline illiterate.

So the messages must be kept very simple, and put as directly into the target's hands as possible. Our strategy is to both push and pull: we have calculated that 68% of pubs are owned by 26 companies, for example, so we can address the majority of contracted bouncers via a small but important group of people; meanwhile we can go out and use field marketing to talk to bouncers at work in the evenings. Similarly, we can identify illegal parking hotspots and put leaflets on all the cars in the area where clampers will see them, while also asking major car park owners to help us build a database of clamping firms, so we can talk directly to them.