Financial and corporate PR specialist Positive Profile has just landed its first consumer account.
The agency has been tasked with launching the rather exciting sounding Nature boy & girl, which, not surprisingly, hails from Sweden.
It's actually a brand of nappies, which comprise 70 per cent renewable materials, specifically bioplastics from GM-free maize. The range was launched in the UK this week, and is the brainchild of Swedish lawyer Marlene Sandberg - also a mother of two - and is backed by former Volvo boss Christer Zetterberg.
But the Diary can assure readers that although the agency was keen to bag its first consumer account, Rush and co-worker Judith Carter refrained from dressing up in nappies to show their eagerness at the pitch - instead relying on the experiences gained when their children were in nappies.
Cue the scatological puns from director Jonathan Rush, who has previously had the pleasure of working on an incontinence device account.
'We're completely potty about it,' he says before proclaiming it's the