Advertising: Character assassination

Saucer of milk for Moneysupermarket's Paul Troy. The site's consumer marketing director, has told Marketing Week what he thinks of the characters used to front rival companies' ads.

"It's not good for the market to have a character that ultimately detracts from the category and people tune out because it's annoying," he sniffed. He might want to watch his mouth. You wouldn't want to pick a fight with Gio Compario – he's built like a brick opera house.