DIARY: Masters of Spin

MT Rainey, the joint chief executive of Rainey Kelly Campbell Roalfe/ Y&R, has a very cruel nick-name: Empty Brainey.

As one of the most intelligent people in the industry, this has always seemed like a grave injustice. Despite the blonde hair, MT could give Stephen Hawking a run for his money. She even makes new millionaire Judith Keppel, the lucky winner of Who Wants to be a Millionaire?, look like a dullard.

However, last week she did say something extremely dubious when RKCR/Y&R announced its Boots Granada win. It went like this: 'An edutainment front end, combined with a major e-commerce proposition, in a key growth area, backed by two major players has to be one of the most exciting propositions around.' That's 30 words that manage to say nothing. They throw no light on what the product is, and leave us with the question: 'What, exactly, is an edutainment front end?' Answers on a postcard, please.

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