After more than 30 years writing radio ads, Geoff Bickerton has learnt that great advertising starts in a very different place to where most people think. “Not the client you’re writing for, but their client.“ We sat down with Geoff to talk about writing better commercials, handling impossible briefs and why the strongest campaigns often say less, not more. That self-awareness creates warmth, makes the ads memorable and still leaves room for the commercial message. By narrowing the audience, the writing becomes sharper, the message becomes clearer, and the commercial has a much better chance of connecting.