My friend Adam was stuck. Recruiting a Senior Architect was proving a challenge. The ad he was running wasn't working, and the pricey publication was THE place to recruit. So we had a rethink. What if we shifted the bulk of the copy onto Adam's website (Display Architecture). THAT way, we could free up the space & create an ad to catch the eye. I asked out loud, 'How creative can we be with this space?' We shared a grin. We realised that was the same challenge facing architects. We had our headline. In a matter of days, Adam got his Senior Architect.