[Omnipresent]

I remember many years going to an event at the BFI Southbank on TV promotion and design. Charlie Mawer was the on the panel explaining the rationale behind the rebranding.

The target audience was men who missed being able to go to the pub with their mates. And, of course, everyone knows somebody called Dave.

In an industry where many are sceptical about marketing and branding, he really did regard the rebrand as a textbook case study of how to turn around perceptions of a channel.