Yes , I agree.
They need to isolate the the last decade and a half of AMP in peoples's minds and make them return to the ''caring sharing '' AMP idea, that is, I think , still imprinted on their brains .
That ''nice '' AMP might have been a bit of a myth , but mythology can be profitable.
The campaign , I hope , will focus not on a ''we are a dynamic etc etc aiming to take over the world '' , but come over here let '' Aunty Alexis give you cuddle, we'll look after you''.
cheers
AMP Launches National Brand Campaign, page-4
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