DIARY: Masters of spin

Some people are a little concerned about the arrival of certain new-fangled technologies.

But not the IPA's president, Rupert Howell, if his comments in the Financial Times last week are anything to go by. 'With every new medium and gadget, it is predicted that mass advertising will curl up and die, but it never does,' he opines. 'There is no demise, there will be no demise and there never has been a demise,' he continues, in case we missed the point.

Unabashed, he concludes that 'advertising has grown consistently for the last 2,000 years.' While some ads look like they belong in the Ark, the Diary feels this is a bit of an exaggeration even by Howell's silken-tongued standards.