Politics is not a world for the squeamish or fainthearted.

There is no rivalry between Google and traditional advertising.

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.

When a company owns one precise thought in the consumer's mind, it sets the context for everything and there should be no distinction between brand, product, service and experience.

All media owners want to attract advertising revenue. Google is no different.

Everyone wants to be immortal. Few are. Margaret Thatcher is. Why? Because her values are timeless, eternal. Tap anyone on the shoulder anywhere in the world, and ask what Mrs Thatcher believed in, and they will tell you. They can give a clear answer to what she 'stood for.

Human nature is not amenable to prediction based on the trends or tendencies prevailing at the time. It is amenable to startling creativity of the kind practiced by great artists, directors, writers, musicians, actors, who know how to touch a chord in humans everywhere.