After researching the client their strongest proposition was the savings available by using their expertise in energy systems rather than try and explain what they do. It's difficult to grab the attention of the time poor corporate leaders who read the Australian Financial Review so the most effective way was to be as loud as possible with a simple single proposition headline and strong contrast layout to draw their attention against the plain editorial. As the publication has a one ad per page policy it was an opportunity to dominate the layout and maximise the communication and make the most of the investment. Advertising isn't all about pretty pictures and fancy design, it's about cutting through and capturing your target market.