I got the job and I started by running a landmark project in guerrilla marketing history: projecting a photo of model Gail Porter onto the Houses of Parliament to promote mens’ magazine FHM. That started everything. Two years ago, I moved from London to New York to help launch Cunning NYC.

Why do you call Cunning an alternative advertising agency?

We used to say, non traditional advertising: we created events that caused 2 way dialogue between consumers and brand and these events got media coverage.

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