DIARY: Master of Spin

Master of Spin this week is Sholto Douglas-Home, the marketing director of the dud Dome, who has attempted to take the damning National Audit Office's report to task. The NAO, you see, found that the Dome's operators relied too heavily on it marketing itself.

'You can't expect to bring in that many people when you have a budget for black-and-white press ads, and not much else,' he whined, in an attack on the project's pounds 10 million marketing budget.

Apparently, the negative media coverage outweighed Sholto's marketing strategy. Funny, isn't it, that other brands have managed to thrive on a mere pounds 5.5 million adspend (Stella, up more than 23 per cent) or Muller (pounds 8.6 million, up 20 per cent) or indeed Kit Kat (pounds 9 million, up 27 per cent).

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