There's long been an air of mystery about Simon Curran. Over the years, it's been commonplace to hear his competitors in the industry question whether he even does advertising.

The Shine founder laughs, saying he's always been comfortable with this ambiguity. He prefers to see himself existing in the grey area, somewhere between a consultancy and a marketing firm.

It's in this space, he says, that he's capable of doing the best work for his clients.

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