Diary: O'Shea is discovering the joy of casual attire

Kiss profligacy goodbye when you leave the cocoon-like comfort of a big agency to set up on your own.

No more company car. No more six-figure salary. And no more availing yourself of that gem of a PA. Now it's just you, your partners, a couple of rooms and a phone. And it's your money that's paying for it all. So what do you do? If you're Chris O'Shea, you start keeping an eye on wardrobe costs.

O'Shea and his creative partner, Ken Hoggins, have just left Banks Hoggins O'Shea/FCB to set up HOW. But old loyalties - and clothes - die hard.

O'Shea, who shared in the £14 million payout to BHO stakeholders when the agency was sold to FCB, has been spotted around town still wearing a freebie fleece given to senior network managers at their conference in Canada three years ago.

Looks like HOW is going to be a very tight ship.

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