So Chris Jackson, an account director at Leo Burnett, must have been shocked when he landed in Recife, Brazil, a few weeks ago. On his way into town, Jackson was struck by posters heralding his arrival. One billed it as the saviour of South American advertising with the words: "God save the ideas."
So what was all the fuss about? Well, Jackson is working with the communications agency Marl Pet as part of a wider initiative by the HIV/Aids Organisation Gestos.
But a Leo Burnett spokeswoman told Diary: "He shouldn't expect the same response on Cromwell Road when he returns."