The turnaround of Morrisons' profile and fortunes in the last 18 months is a miracle of City-spinning. It is perhaps no coincidence that it was achieved by the consultancy team that won the Granada/Forte bid, the financial communications blue riband event of the 1990s.
The beginnings could not have been less auspicious than with the launch of the Granada offensive. In the words of William Lewis, the then newly ensconced spin-hating business editor of The Sunday Times: 'It felt more like a chat with two pensioners... on a trip from Bradford to see a West End show.'
Lewis was talking about the Morrisons management, which had presumably been intensively prepped for this key launch of the brand and team to the money-moving masses south of Watford. Sir Ken Morrison said he'd put on special red braces especially for his City debut.
Half the battle was probably with the regulators, and Citigate Public Affairs, the strongest capability of its kind within a major City firm, perhaps deserves as much praise here as the media team, which undoubtedly pulled things back over an extended trench campaign.
In the Morrisons bid campaign, the CDR team not only won a great cause but created a new brand icon, our very own Wal Mart.
So how to score? A perfect ten.