Today we introduce a column from a leading industry insider, with many years' experience across the advertising, marketing and branding fraternity, who, in true "Krisjan Lemmer and/or Hogarth" style, will remain anonymous to allow for that creative license which comes when one isn't pigeonholed into one's character or position. Humorous, cynical, insightful and irreverent, we introduce Fred: with piercing blue eyes, a full set of clean underwear, his own hair - although it's mostly on his manly chest now - and stealth-like in his entry into his favourite bosveld watering hole, 'Fred' is clearly a legend in his own laager. An insider with so many years experience in the industry that he's forgotten where time began and advertising ended, he will be writing for Bizcommunity.com weekly to bring us the industry news you thought was safety swept under the rug, lurking there with the rest of South Africa's scandals and dirty laundry! We are sure he will become a weekly must read! Have a good one! Louise Marsland, Editor, editor@bizcommunity.com