Hopefully won't be too vague a question or specific, but understand that it might be.
I rarely touch design work, but my employer has asked me to take an A4 page advert (PDF) for a client and "simply" resize it in to an A5 advert.
To me this sounds like practically a complete redesign as in my eyes there won't be any way to re-fit A4's worth of information in to half the space.
Do you have any tips for this kind of task? Seems a ridiculous thing to ask; but I'm struggling to think how to go about doing it short of redesigning the whole thing; and even then there won't be enough space for all the information!