Jim Aitchison, an Australian, was formerly creative director of The Ball Partnership and Batey Ads, Singapore. He has won hundreds of awards (some for Chinese ads which he wrote) and judged many of the world¿s top shows. After 20 years in advertising, he is now a full-time author. His Cutting Edge books have become definitive advertising reference works and international bestsellers. In 2003, he received the Newsweek Lifetime Achievement Award from the Institute of Advertising, Singapore.