Surprise, surprise. Surprise.

I was surprised by the number of endings Casino Royale gave me. And then I wasn't. We live in an age of cynicism. We're used to everything. We're always looking for new things. It's a challenge more advertisers must learn to deal with. It's a challenge they haven't learnt to deal with. It's why so much of the advertising done is such a waste. So here's a not-so-surprising piece of advise: make it your business to surprise. Surprisingly enough, people love routines.