I've always been scared of advertising folk. I've met them at parties and I've been to their offices and I've always found them intimidatingly cool. At one company I visited they held their meetings in a caravan that had somehow been installed in the place a rather more exotic place to gather than the typical BBC glass box.
We have no general conceptual thrust for the band other than trying to make music that keeps our interest. When things are novel they are probably things we have discovered by accident or investigation rather than by design.