DIARY: Calling all adland, hot news ... oh no, forget it

Every now and then an ad agency comes along which threatens to rip apart the very fabric of the industry. An agency that turns accepted practice on its head and makes everyone think twice about the business they're in.

Could Pure Advertising be such an agency? We think so. It's new. It's bold. And it's drastically different.

Why? Because it doesn't have account handlers. Yes, you heard me, no account holders.

"Start-up threatens almost 25 per cent of jobs in advertising," the release boasts. "Should Pure's idea catch on it could sound the death knell for some 2,500 executives in London alone!!!"

Yes, this is it. This is the one we've all been waiting for ...

Oh, hang on a minute. Mother has already had that idea. And Robin Wight before that.

Oh well. Next?