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Tom has eight years agency experience in interactive design and marketing, working for clients including Computacenter, Microsoft, Coca-Cola, Mars, BBC and Sainsbury's.

Tom formerly worked for the UK's largest opt-in email marketer and co-founded Citizen Design with Ben Brown in 2002, joining Creation in 2003.

Re-evaluate the brief

Fat Fast PlanI just decided to have a healthy snack before heading to bed. I chopped a banana into a bowl, spooned on some natural yoghurt and decided not to add sugar. It tasted really good.

Then I realised why. It wasn’t low fat yoghurt - it was creme fraiche. For a moment I didn’t know what to do. I didn’t have a healthy snack but I did have an effing good one. I kept eating.

Sometime it pays to re-evaluate the brief.

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