Between the Lines: More Th>n a good choice.

More Th>n's decision to award its above-the-line account to Fallon is a breath of fresh air from a sector that has traditionally stuck to work far more likely to be branded turkey than pick of the week.

To an extent, the appointment is a leap of faith for the client - there is no evidence that More Th>n has embraced either creativity or strategic thinking in the past. By appointing Fallon, the finance company has sided with an agency that sees both concepts as fundamental to its communications message.