Denis wanted to be a journalist but this required a qualification. Getting a qualification required union membership which, in turn, required a qualification.

While pondering this Catch 22, Denis joined McConnells and soon his work was appearing across all media, accompanied by awards. He left McConnells for HDM Dechy in Brussels (Now BLD). There followed 6 years as creative director at The Helme Partnership (THP) and a year each at QMP (now Darcy) and DDFH&BJWT.

But he wanted an agency with more than initials, he wanted to make a name for himself. So he and Adrian started Adept. He never did get the journalism degree which means he can safely describe his career as an unqualified success.