Not everyone appreciates an interexchange

As a monthly reader of the magazine gently provided by the UK Institution of Civil Engineers to the affiliates, I do not pay much attention to the boring articles, which are the most. However, I am delighted by the way engineering companies advertise their services. At least in Spain, no engineering firm is going to spend a single cent in a professional advertisement.

Although Atkins is by far the largest British consultancy group, Arup is the best known all around the world. Maybe the huge publicity budget has to do with this. Beautiful ad, isn’t it?