The global financial stuff-up has meant strange goings on in the advertising pond. Listeners are more sceptical. They doubt over-used claims. Businesses have had to stop shouting, make realistic promises and stick to them. And the way we deliver those messages needs to be calm and conversational. The phrase “keep it real” was invented for crazy times like these. But it’s all good news for Antony Neate. His cushion-soft ride of a voice is precisely the vehicle you were looking for to get you from kaos to calm. So dim the lights, turn down the music and get up close to Ant’s delivery when you need a more intimate message. Ant’s style is a one-on-one communication that is just as at home in your car, engaging you from your plasma flat-screen tv, or around the kitchen table at breakfast. The pace of the room drops and listens when Ant talks to you. By its very tone it demands attention and signals a product or service that is realistic and relevant to today. Here’s a prediction – I have a feeling we’ll be hearing a lot more a new phrase within studio walls – “Give me the Neate delivery on this next take”.