The hiring of the Radio Advertising Bureau's Mr Case Study (aka Justin Sampson) seemed to reinforce the message that days are numbered for red-faced loafers with golf handicaps on a par with their IQ; they are to be replaced by a serious new breed.
Sampson's weapons in marketing ITV might be the flipchart and his beloved Compaq PDA but he's clearly not averse to continuing some long-standing ITV traditions. Since he landed a job there, spies have seen Sampson brushing up on his club skills at the London Golf Centre in south-west London.
Sampson, however, says that his golf lessons started long before landing the ITV job, as a way to unwind after work. "I can't say I'm very good," he admits.