INS MD lands role in Boogie Nights sequel

Radio 4’s flagship Today leapt into the daft names debacle last week following news of The Post Office Group’s rebranding as Consignia.

Interbrand Newell and Sorrell managing director Alex Batchelor was asked to come up with lighthearted alternatives to Today. He came up with Tomorrow, for the fickle young listener; World on Toast, for those lucky enough to grab a bite to eat in the morning; and Naughtie but Nice, to massage the cult of the personality.

When asked how he would tackle a personal rebranding project, Batchelor replied: ‘Dirk Thrust’.