campaignlive.co.uk, Friday, 13 December 2002 12:00AM
Not wanting to make a fool of himself by misnaming any of the pitching shops - imagine the embarrassment of saying: "Send in Hornby O'Shea Levy for the next pitch" - Tolly has devised a scheme to prevent any faux pas.
Enter his fruit bowl. In a bizarre move that could only have been inspired by a childhood spent watching Play School, he's named each agency after a piece of fruit for the duration of the pitch to avoid any slip-ups.
AMV and BHO were allocated the pear and apple names, while CHI takes on the guise of a pineapple. Grey is a banana and Mustoe becomes a fig.
Pitching agencies, being the paranoid entities they are, have searched for meanings hidden in their new names, but so far have come up with nothing concrete.
At first they thought the fruit identities were a means of keeping the shortlist secret, but realised this couldn't be the case as they all met and told each other their fruity pseudonym at the first pitch meeting last week. Hopefully, it will all become clear at the pitch's conclusion in a couple of weeks.
This article was first published on campaignlive.co.uk