The name X-Tempo is derived from the fact that advertising is not an art, nor is it a science. This field of activity is rife with myriad imponderables, where the solution to a problem does not lie in the simplistic application of a formula. These variables termed 'X' become the major challenges in communicating a concept successfully.

The most significant challenge therefore becomes the ability to understand and unravel this 'X' factor, bring it under control and give it a rhythm and regularity that generates a 'tempo' that is in consonance with the product, market and target audience.