The first of three films from the Open University, showing on consecutive nights, which provide an insight into the creative process behind advertisements and ad campaigns.

High-tech communications firm Psion is launching a new product and needs to select the right agency to advertise it. This documentary follows the highly competitive process in which eight ad agencies pitch for the prestigious contract. With even top agencies winning only one of every three bids they make, which of the firms will impress Psion sufficiently to swing the decision? (Contact details on Tuesday)
(S) (W)

Followed by Turning Points
Acclaimed theatre director Sir Peter Hall talks about a life-changing moment. (R) (S)