Diary: HOW left to ask 'Why?' after Waitrose mix-up

Thank goodness it wasn't just Diary who was left bewildered by the outcome of the pitch for the £9 million Waitrose account.

First, the business seemed to be heading for HOW, the start-up launched by the former FCB London creative partners Ken Hoggins and Chris O'Shea. Then it looked as though Clemmow Horby Inge was going to grab it.

In the end, the supermarket split the account between the two, though exactly which is doing what is as clear as Waitrose oxtail soup.

So it is hardly surprising that amid all the confusion a load of proofs for the Waitrose Christmas campaign got biked by mistake to FCB, the previous incumbent, instead of HOW. FCB did the decent thing and rang HOW's traffic man, who hurried over to pick them up. "We had already had a good look though," an FCB staffer smirks.

Meanwhile, the agency is having to come terms with the eccentric motivational style of its new client, Burton's Foods. Dispatched to present ideas for female-orientated products, three FCB managers were dismayed to find the Burton salesmen had been ordered to turn up dressed as women.

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