While working at the Fine White Line, IBM asked us to help to redesign a quarterly magazine. We noticed that all the pictures were of beige boxes and directors, we decided to eliminate this and draw the reader in with dynamic photographs of turkeys and illustrations of balls of string!. Then we named it IT (information technology or the 'it' mag).

When describing Bernard Matthews' turkey farm computers, we did not show his hardware or Bernard, we showed a dynamic picture of a turkey! Likewise the copy must draw the reader in hence titles like 'Talking turkey' add to the interest.