1. pick someone just like yourself

2. pick some completely different to yourself

1. is good, I like myself, so I’m going to like them, aren’t I? I’m pretty good at my job, so they’ll be great too. We’ll share values, we’ll both like the same kind of music, we’ll understand each other. We’ll agree with each other [they'll agree with me].

But won’t that be a bit boring? What if I get bored of all my music, where I get new tunes? What if their crazy shirt collection gets crazier than mine? What if I have a problem I can’t crack. My clone’s not going to have much more luck. What if there’s something I’m not very good at [god forbid] or I don’t like doing? So you go for someone who compliments you. No. they don’t say nice stuff, they form a yin to your yang or whatever. They tell you where you’re going wrong. You don’t have to listen.

In reality it’s mixture of both. I look for people with craft skills, attention to detail, graft skills, evidence of hard work [that's supposed to be me]. But I also look for something completely unexpected; a failed novelist, a Nick Cave fan [head of strategy at Chemistry], a Russian Weapons expert [Wunderman], Mr T’s nephew [TMW], a polite South African girl with a ninja alter ego [Lateral]. Yes, after a few years they will be offered huge amounts of money to go elsewhere, but hey, you can always make some more. And they take what they’ve learnt out there with them.

They are your industry PR.