The head of a Berlin advertising agency explains his proposed strategy to his potential client, a Danish optical company. The communication strategy that we ultimately came up with as a basis or any creative act or means of communication has three headings.

The first is 'relevant, not arrogant'; the second, 'varied, not uniform'; and the third is, 'creative, not pushy'. These are essentially translations, strategic translations of your basic requirements and your analysis of the market, as well.

(From the transcription of The Appearance)