Diary: I'm Johnny, hear me roar

The new start-up in town, the bravely named Johnny Fearless, has already hit its first stumbling block.

Neil Hughston and his cohorts wanted to show their "fearlessness" by getting a lion to pose with them in the photo accompanying the Campaign story about their launch last week. They contacted a company that handles exotic animals to procure one but were told that, for health and safety reasons, a lion could not be in their offices unless it was in a cage. They decided that wouldn't look fearless enough. They were offered a llama instead, but, wisely, they turned it down. Judging by the winter woollies the partners are wearing in the photo, they are anything but fearless when it comes to braving the cold. Or perhaps the central heating at the agency has packed up already.