DIARY: Kindred spirit found between M&C and Saatchi & Saatchi

You know what they say: in order to come up with good advertising, you have to live and breathe the product you're trying to promote, become as one with the brand, feel close to it, make it part of you. But you don't have to go quite as far as M&C Saatchi Hong Kong's creative director Kieron Simpson, who, it appears, likes to really immerse himself in his clients' products. Well, some of them, anyway. Whether we'd actually prefer it if he didn't immerse himself quite so thoroughly is a moot point. But it's also nice to see that there's no level of self-abasement that agencies won't get their staff to go to in their efforts to promote themselves. While we're on the subject: what is it with the male staff of agencies with "Saatchi" in their names? It appears that both Saatchi & Saatchi and M&C are staffed by that particular breed of men who really don't need very much persuasion at all to climb into women's clothing. In addition to Simpson's effort, there was Saatchi & Saatchi strategic planner Danny Logue, who sported similar attire at a party for client Procter & Gamble (media, August 3). Perhaps when the Saatchi brothers set up an agency, they enshrine a cross-dressing quota in the company rules. Clarification of this from inside either of the agencies would be most welcome.

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