Diary: Not seeing the meerkat for the mushrooms

When an advertising campaign enjoys such media exposure and industry plaudits as Comparethemarket, surely everyone knows Aleksandr Orlov. Well, apparently not, especially mushroom farmers in Ireland.

When VCCP was pitching for the mushroom business last week, it blithely kicked off its presentation with a rattle through the effectiveness results from the meerkat campaign. No need to explain exactly who this aristocratic Russian meerkat actually is, surely.

But after a few minutes, the blank and confused faces staring back at the VCCP team became a bit off-putting. Er, were the mushroom guys familiar with Mr Orlov, the agency finally asked? Maybe VCCP shouldn't have been surprised that people who work with mushrooms could have been so in the dark about dear Orlov.