EDITORIAL: Unlikely pairing pulled the punters

PR has once again caught the media imagination this week as Freud Communications was pinpointed as the agency behind the shortlived liaison of the Ginger ones. As Kizzi Nkwocha points out in this week’s letters page, there is undoubtedly a section of the industry that would like to distance itself from what has been labelled a brash publicity stunt. However, if you define success by the ability to meet a client’s business objectives, securing Geri Halliwell’s new single the number one slot and boosting Virgin Radio/TFI Friday’s listening and viewing figures, it would be sour grapes not to judge the whole episode as a well-targeted, if swiftly executed coup.