The problem with being a film-maker is that every time you walk into a cinema, you know you’re never going to just relax and watch a movie. Same thing with having been in branding, marketing and the nefarious trade of spin doctoring. Once you’ve massaged a message or targeted a consumer, you can’t just switch on the radio and experience an advertisement, never mind enjoy it.

Spin doctors often leave journalism for money and sometimes return like reformed smokers, a little sanctimonious and largely unforgiving of those who still ply the trade. At best, advertising is infotainment; at worst, the manipulation of markets to buy what’s not always needed in an overtly consumerist world where capitalism has come undone.