Back in 2001 Jeremy Bullmore, one of the grand old figures of British advertising, gave an impressive speech to the British Brands Group.

“If her early ambition to be more famous than Persil Automatic seemed to you surprising – or even laughable – it shouldn’t have done. It was very astute of the young Posh Spice to choose not Robbie Williams nor Sir Cliff Richard nor Madonna as her benchmark of fame but the country’s best-known washing powder.”

The article, like all Bullmore, is well worth reading.

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