Diary: Whoops! Hatfield bites the hand that feeds him

It's refreshing to see that the former Campaign editor, Stefano Hatfield, hasn't forgotten how to slag off ads, even if they are helping to boost his own newspaper's revenue.

Diary hears that the thelondonpaper editor took offence at a coverwrap for the brand new ITV2 series Wags Boutique, which ran on 30 January.

The ad featured a mock front cover story with the headline "BITCH!". It repeated the word hundreds of times down the page.

Hatfield was apparently so offended that he complained to the creators, M&C Saatchi, and accused them of lazy creative, which he said was cheap and tacky. It seems Hatfield, who once made a living from critiquing ads and their agencies, hasn't completely forgotten his roots.

Yet in a bizarre twist, it turns out that Hatfield himself had approved the wrap and the creative a week before it made its appearance in the paper. Did Hatfield underestimate the power of advertising?

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