Whether it's introducing a tongue-in-cheek 'Beckham Clause' to protect holidaymakers from family feuds, calling on schools to introduce an 'Inset Week' to help families save money on holidays, or bringing Paddy McGuinness' trademark humour into campaigns that extend far beyond traditional advertising, On the Beach has become one of the UK's most recognisable examples of a brand that knows how to create conversations. What makes these campaigns stand out isn't simply that they