Martin Boase is the B in BMP or Boase Massimi Pollitt which had ambitions to set a new creative standard in London in 1968. At the time, this start-up was seen as the greatest breakaway in advertising’s history on both side of the Atlantic, with ten directors from one agency, Pritchard Wood, walking out after a failed management buyout. It was one of the first agencies to come up with the idea of account planning: the notion of working up a fully formed concept, and producing work that was distinct and relevant. Boase had a reputation for a profits-after-performance approach allowing him to forge many long- term client relationships such as Volkswagen and Anheuser-Busch. BMP is the agency behind one of the most memorable taglines in British advertising history for Cadbury’s “for mash get smash”. In 1983 Boase took the agency public and in 1989 he sold it to Omnicom and became Chairman.