Matt Cooper has been working in the ad world for over 35 years. He began at Saatchi & Saatchi, London in the crazy world of the 1980s before the internet and mobile phones but at a time of flash company cars and bottomless expense accounts. He moved over to a small effects company called The Mill, now one of the top post companies in the world with offices in London, NY and LA. While at The Mill, Matt launched the online advertising approval, archiving and distribution site BEAM.TV.  It was during his time at BEAM, travelling constantly to meet ad people all over the world, that the idea for LBB was formed. He needed to know the best companies to contact, the best places to stay, ideas for where to take clients for a meal, and what other info he needed whilst in each city. There was no central place where he could find any, let alone all, of this information. LBB began as a series of books before going online.