Maybe you heard him on Radio 2, or Talksport, or visited his moneysavingexpert.com website to find out how you can live on the cheap without rifling through the bins? Wherever it was, the media ubiquity of 'Britain's tightest man' Martin Lewis is perhaps unsurprising given his former life in financial PR.
Lewis, we can reveal, had a spell as an account exec at Brunswick in the late 90s, an experience, he says, that 'taught him about the adversarial consumer society we live in and how corporates think'. This revelation apparently set him on his mission to 'redress the imbalance of power between consumers and companies'.
It also taught him the efficiency of PR. 'I've never spent a penny on advertising,' he confides, racking up yet another free plug for the latest edition of his book, The Money Diet.