This industry isn’t renowned for its institutional memory and, when looking for candidates for the Back Then section in NZ Marketing, it’s a surprisingly common occurrence to hear back from agencies and brands who aren’t able to find any of their early advertising work. Online repositories are certainly helping to remedy that situation, and a good example of that is the nostalgia section on the new website of Wellington creative consultancy Doublefish, which is worth a gander for anyone with a passing interest in the craft of advertising—or local popular culture.