Diary: This isn't just any bunch of cavorting models ...

There were retail wars this week after Rainey Kelly Campbell Roalfe/Y&R reported the budget retailer Matalan to the Advertising Standards Authority for ripping off its "What's your M&S?" campaign.

The Marks & Spencer ads star four models, including Twiggy and Erin O'Connor, dancing around in M&S outfits. The Matalan work features the TV presenter Melanie Sykes and three other lovely ladies dancing around in Matalan's new line.

Is Matalan trying to position itself as a poor man's M&S? If so, it's doing a good job.