Many people choose to live in Oxfordshire because, on paper, it has excellent transport links allowing them to work in London. But is it really that convenient? On a cold winter's morning when the train is late or overcrowded, or there is a major traffic jam on the M40, it can become a major source of stress.

Now, anecdotal evidence suggests that a growing number of us are choosing to bring the City out to the countryside, helping the work/life balance to take a massive swing in our favour.

Duncan Murray-Clarke is a good example. Having grown up in Marsh Baldon, he chose a career in advertising and eventually found himself on the outskirts of London, handling millions of pounds worth of accounts from major names such as pasty firm Ginsters and car care giant Simoniz.

Then he decided that enough was enough and he would set up his own firm, run very much like a City agency, but situated in the tiny village of South Stoke, near Wallingford.

"I had been living in south Oxfordshire for ten years but not spending any time in it," explained Mr Murray-Clarke, 37.

"It is one of the most under-rated areas in terms of quality of life. It has so much to offer and I still don't take it for granted."

The Ad Plain is a design and communications agency which specialises in the production of magazines, particularly in-flight titles such as Altitude for Excel Airways and One for First Choice.

It was not particularly an area in which Mr Murray-Clarke was an expert to begin with but, after calling First Choice, he discovered they were looking to launch One magazine and he soon found himself in a six-way pitch against some of the biggest publishing companies in the country.

To his surprise, The Ad Plain won and he had a major challenge on his hands for the small agency. But it was one that he relished.

Followed He said: "I love punching above our weight it is one of the most rewarding things you can do but it has to be done properly."

And once the first contract was in place, others soon followed, with Mr Murray-Clarke being approached rather than vice-versa.

Geneva-based group editor Charlotte Rickersmith, along with art director Marco Crisari, formerly of Maxim magazine, were appointed on a freelance basis and they assembled the editorial team while sales was taken care of in-house.

The result, says Mr Murray-Clarke, is publications that have real news-stand values' featuring lifestyle features and excellent photography for travellers which, in turn, attract advertisers.

Of course, the business is not just about in-flight magazines. The company recently won the contract for Network Health Dietitians, a growing niche publication, after being recommended by an advertising agency.

Another recommendation has also led to the development of a mainstream title, Tonic, which promises to offer a new approach in the crowded market place of women's magazines.

It is aimed at more mature readers aged 30 to 55, with Mr Murray-Clarke stressing that it will have more of a conscience' than some of the sensationalist celebrity-driven titles on the supermarket shelves.

The Ad Plain will not be responsible for the content but will oversee advertising and the development of the brand.

Five sales people are working at The Ad Plain and Mr Murray-Clarke is keen to encourage the recruitment of as much local talent as possible, although finding people of the right calibre can prove difficult, especially as The Ad Plain is more of a City-style business.

Mr Murray-Clarke added: "We really do have to root around to find local people, or we train them ourselves. But it is a case of thinking ahead up to 12 months."

Such a strategy is not easy when the business is growing rapidly and Mr Murray-Clarke sometimes finds himself multi-tasking as the firm expands.

He said: "I suddenly became a business development director without realising it."

But as the business grows, Mr Murray-Clarke believes its reputation will make it easier to recruit.

"As far as relocating is concerned, we don't have to sell this area it offers a totally different quality of life.

"People are making decisions not just based on the business or money. That is why we set up, in south Oxfordshire."

Evidence of The Ad Plain's growth can be witnessed in its turnover, which has spiralled from £20,000 in 2002, its first year, to a projected £1m this year.

Success and referral has also allowed the company to pick and choose who it decides to work with.

Mr Murray-Clarke said: "I have turned down three major airlines in the last three years because the deal was just not right.

"It goes against the grain but we have identified companies in specific sectors which we want to work with."

It seems country life can inspire City success.

n Contact: The Ad Plain, 01491 873323, www.theadplain.com