the summer of 1986, Robin Behling was presented with a huge challenge. Formerly an advertising manager at EMI Music, then account director for entertainment-specialist ad agency Cream Creative, Behling had just taken over as creative director of Feref Associates, a Soho, London-based creative agency based which specialised in creating tailor-made advertising campaigns for movies. Despite its impeccable reputation, he’d arrived to find that Feref was struggling financially. It was overstaffed and its directors were, as Behling now recalls, “in hock with the bank”. It had also just lost a massive chunk of its business with the sudden departure of a major client.
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