BILL: You have the banners that will come up there, so they'll be rotating.

HATTIE: (Voiceover) The three partners were proud to take me to the Manchester Airport because the work they did for this big customer won KMP international recognition. So why do you think your advertising background has been an advantage for KMP?

JON: Well, I think for the first time, the Internet made two departments in organizations really have to understand that they've got to talk to each other on a regular basis. And that's the marketing communications department and the IT department. We have translators between them because the two departments and our clients don't understand each other. But you uncover this pain that they've got by translating between the two departments and making them understand, how, by working together, they can be much more valuable to each other.

HATTIE: It seems to me most Internet companies today are run by technology people.

JON: Absolutely. You open a door and you chuck a piece of meat down a black hole and some software comes out again. That doesn't have an interface around it. It doesn't have a front-end look and feel. And that is a real issue today. (Voiceover) Positive business impact--that's what it's about. We have to add positive business impact through integrating marketing and technology. The best fun bit about it is actually making it happen under any circumstances. And you have to take circumstances into account you can't even begin to imagine in the first place. And every time a wave crashes on the beach, you've just got to get up again and get on with it.