There was once a time when Jez Furlong, Creative Director of Cleverducks (part of Cherryduck Productions), used to shudder on hearing the stock ‘all-under-one-roof’ and ‘one-stop-shop’ descriptions of marketing agencies.

Now, he's running one. So, what happened?

To me, a one-stop-shop always used to sound, well, cheap – a bit lazy, tacky, a bit… pound shop.

So what made me swap my comfortable existence as a Creative in a plush central London ad agency, for exactly one of those outfits?