The marketing of the ZX81 was handled by Sinclair's long-standing marketing agency Primary Contact (now part of Ogilvy & Mather), which had provided marketing services for Sinclair since 1971 and was to continue doing so until 1985. Sinclair's entry into the nascent home computing market gave Primary Contact a major challenge – how to market a product simultaneously at hobbyists and at the "man on the street", who probably had little or no computer literacy. The answer was to pursue what the journalist David O'Reilly of "MicroScope" magazine described as a single-minded "user-friendly strategy." Chris Fawkes, one of Primary Contact's directors, explained: "We brought personal computers to the mass market by showing that you didn't have to be a whizzkid to use one." As Clive Sinclair put it in a 1982 interview with "Your Computer",