Andy CoulstonOpinion Contributor@sumorrificAndy Coulston is the creative group head and art director at The Richards Group. Before joining The Richards Group, Andy spent four years in Japan teaching English, learning Japanese and authoring and illustrating a popular comic strip. Voice Why Advertisers Need to Take a Risk and Be More Than Just Likable If our goal in making an ad is to strike the middle ground out of the fear of being disliked, then we will squander the potential to make something great.