The backgrounds of the two UK pioneers were relatively straightforward – graduates from Oxbridge who entered the advertising industry, enjoying the culture, literary elegance and stylish ambience in their large and successful London ad agencies. The background of the Australian pioneer was very different. Early childhood in tropical Malaya and tragic family losses during the war against Japan; completed education in the UK; entered military service and served as a platoon commander in the defence of NATO; special training with the London Metropolitan Police; returned to his original home country, Malaya, in 1952 as a senior para-military police officer at the height of the Emergency, the counter-insurgency war against the brutal and ruthless communists and their aim to take over Malaya and Singapore; commanded several large police districts, commanded counter-insurgency jungle operations, served in the paramount secret service; contributed to an outstanding victory against militant communism; worked in market research and in ad agency account management and creative writing in Singapore and Sydney, Australia before joining Unilever Australia in 1962. The reader will recognize a background of the Australian pioneer with far greater diversity and exposure to major problem solving than by the two UK pioneers together with intense experiences involving skilled intelligence and investigative roles, a highly valued style of experience also in the later conceived radical new ad agency specialist role.