His idea on advertising is like looking at a world deep under the wide ocean. All little changes in it are capable of making an impact on the volume and pressure of the ocean thoroughly, which is what he thinks currently occurring in the advertising industry.

The rapid evolution in technology has significantly influenced how the people behave and think, which led us to a range of available media that we found in the industry today. Advertising practitioners have been given the freedom to deliver their comunication through conventional and unconventional media. Everything is executable as long as it still align with the strategy.

With the evolving market as the background, he recognises a great challenge. He perceives a brief as a battlefield that lefts the warlords with nothing but to prevail upon strong insight, spotless strategy and creative ideas. All in very limited time. A communication expert, Dave Trott once said, advertising practitioners are expected to think like a predator, either to prey or to be preyed.