IS Principal
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  Darryl Fine understands the pitfalls inherent
in viewing a brand from the client's or the
advertising agency's perspective.
He recognises that there is only one perspective
that really counts, and that is the consumer's.
It is this clarity regarding the consumer that has
given birth to his "IS" (Intelligent Simplicity)
philosophy, the foundation on which all of his
advertising is based.

The "IS" philosophy demands highly simplified,
clear-cut communications based on intellectual
strategy, resulting in simple solutions to complex



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