Thanks Louis.

For every unscrupulous, low grade, sales-drive agency there are 4-5 genuine ones that work in their customers' interests. At least that's my take from those i speak to.

I would advise anyone starting in this industry or doing some digging to take advantage of all the great studies and surveys available. They're packed full of great advice and opinions which give a rounded view point on almost every tactic and initiative.

And of course there's the local search forum - you can't peddle BS here without getting called out!