In these days of global accounts and pan-EMEA strategy it is refreshing to find that one-man bands can still outmanoeuvre the superbrands.
Take London-based Eddie Gershon Press Services, this week celebrating ten years as the sole PR representative for pub chain JD Wetherspoon.
Ten years ago Gershon was a journalist writing for the drinks industry's newspaper, The Morning Advertiser when one of his top contacts, Tim Martin, Wetherspoon founder and chairman, offered him work setting up and handling PR for the then 18-strong chain.
Ten years on and Gershon still handles PR for the 465-chain outfit, including financial PR: 'I don't think financial media relations is any more specialist than any other area - it is still about dealing with journalists,' shrugs Gershon, who worked for the first seven years without a contract.
His proudest moment so far is the coverage generated by Wetherspoons' decision to ban alcopops, which made several national newspapers' front pages.
Gershon admits to not being your typical PRO - a fact backed up by his revelation that in the past ten years he has only been out to lunch on three occasions.