Otto Skorzeny as Bond villain

No doubt about it, Skorzeny was a rogue – if a swashbuckling, flamboyant one. Among the first to grasp this villainous potential was Ian Fleming in Moonraker, which pitches James Bond against the evil Sir Hugo Drax. Drax, apparently a wealthy British industrialist, is in reality a former commander of one of Skorzeny’s Jagdverbände companies who is bent upon the destruction of his wartime enemy, Great Britain.

Fleming: Drawing on fact   

Elements in the plot and the character of Drax invite close comparison with Skorzeny himself:

• By the mid-Fifties, when Moonraker was published, Skorzeny, too, had become a wealthy businessman, although one living in Spain rather than Britain.
• During the last months of the war, Drax is hideously scarred down the face while carrying out a last-ditch act of sabotage as leader of a terrorist Werwolf unit (an organisation with which Skorzeny certainly had involvement). Skorzeny’s nickname was ‘Scarface’, on account of the duelling scars which disfigured the left side of his face.
• Like Skorzeny, Drax is charismatic if a little loud-mouthed and ostentatious. He’s also a chain-smoker.
• Drax’s chosen weapon of mass destruction is a gyroscopically enhanced V-2 rocket with which he plans to vaporise London. This might be dismissed as standard Nazi-bogeyman fare – bearing in mind the German missiles that had rained down on London only a few years previously – were it not for an interesting parallel. Skorzeny was prime-mover in a project that really had sought to overcome the wild inaccuracy of the Third Reich’s rocketry. In his case it was the V-1 (“Buzzbomb”) that he set about modifying, and his solution was to place a suicide pilot within it. Hanna Reitsch, Nazi Germany’s most famous test pilot, successfully flew a prototype.

Occupying British forces inspect a manned version of the V-1, known as the Reichenberg – a project pioneered by Skorzeny in 1944

Drax’s past is hardly an authentic reconstruction of historical events; parts of it nevertheless ring true. Real name Graf Hugo von der Drache, Drax is purportedly a former Brandenburger special forces commando who joins Skorzeny’s SS organisation not long after it is set up in 1943. Precisely the course taken by a number of Brandenburgers (among them, Nazi war hero Adrian von Fölkersam, later Skorzeny’s number 2), who volunteered for service in the SS commando unit after finding their specialised sabotage and linguistic skills increasingly redundant on the crumbling Eastern Front.

Later Drax, dressed and armed as an American, claims to have led a jeep commando unit attached to Panzerbrigade 150 – which created havoc behind American lines in the opening stages of Hitler’s last offensive, the Ardennes campaign of December 1944. Exactly so. The jeep escapade – an astonishing piece of psychological warfare – was far and away the most successful part of Skorzeny’s ‘false flag’ operation, Greif, which featured captured American tanks and armoured vehicles as well as the aforementioned jeeps.

Fleming is on shakier ground when – the Ardennes offensive having collapsed – he has Drache/Drax join forces with ‘Hitlerjugend Werewolves’ (led by his future henchman Willy Krebs) and go to ground in the Ardennes forest as a terrorist stay-behind operation. Heinrich Himmler, titular head of the SS, did indeed create an organisation called SS-Werwolf and Skorzeny’s commando force undeniably had dealings with it. But it was a fractious relationship, riven by jealousy and bad faith.

Himmler dreamed of a lavishly funded terrorist network made up of Nazi fanatics (mostly Sipo – state security police – although Hitler Youth provided some of the cannon-fodder) who were exclusively loyal to himself. By autumn 1944, when he first unveiled his gruesome foster-child, the precarious state of the Third Reich precluded such grand plans. Instead, the embryonic organisation was obliged to rely on Skorzeny’s generosity for training and matériel. While Skorzeny, as a commander of Waffen-SS units, was compelled (by fealty to Himmler as Reichsführer-SS) to collude with the scheme, covertly he and his senior colleagues did everything they could to strangle a parasitic rival they regarded as inferior to their own organisation in military professionalism, leadership, resources and experience.

Otto Skorzeny after his capture in the Austrian Alps, May 1945

In this, they were largely successful. Werwolf had but one high-profile accomplishment to its name: the murder of the American-nominated mayor of Aachen, Franz Oppenhof, on March 25 1945. By the end of the war Werwolf was little more than a generic term for partisan resistance: its would-be leader, Skorzeny himself; its participants, the most diehard elements of his former commando Jagdverbände; its locale, the Austrian Alps – hundreds of miles from the Belgian forest of Fleming’s imagination.

What then of the real villain? For sure, Otto Skorzeny possessed some of the vital ingredients of a Bond Baddie, notably a tendency towards megalomaniac delusion and dreams of world domination. In the early Fifties he confided to an American friend in Madrid that ‘it was his destiny some day to be President of Germany’.[1] How much this was said in jest, under the influence of his favourite malt whisky, is hard to discern. But his schemes over the next few years – the creation of a neo-Nazi secret army in Spain and subversive political activities in the fledgling Federal German republic – do little to dissuade us of the sincerity of his self-belief.

As for war crimes, Skorzeny was never convicted of any – although there was certainly blood on his hands. For a short time he sponsored, at Himmler’s behest, a death-squad in wartime Denmark that cold-bloodedly gunned down members of the resistance. Likewise, the summary executions of several members of the Austrian underground at the end of the war were very likely carried out on Skorzeny’s orders – although nothing has ever been proved. But the atrocities he was actually accused of, during a US-instigated war-crimes trial, were not his responsibility. Skorzeny made his post-war reputation grimmer than it need have been by pandering to a political creed that was unrepentantly Nazi. In the absence of hard fact he was accused of all sorts of nefarious activities, many of which were contradictory. And, indeed, untrue.

In real life, ‘The Most Dangerous Man in Europe’ – as Skorzeny soon became known – lacked the monstrous chiaroscuro of a Bond villain, but he certainly had some of the makings of one.

[1] ‘Otto Skorzeny was Rolf Steinbauer’, Federal Bureau of Investigation Report, 9 January 1951, O.S. CIA name file. His confidant was Edgar Smith.

Stuart Smith is the author of Otto Skorzeny – The Devil’s Disciple, published by Bloomsbury/Osprey in the week of September 16, 2018. Price: £20 (hardback).

Otto Skorzeny and the killing of Osama bin Laden

01:38 local time, May 2, 2011: a small team of US Navy SEALs stowed the bullet-riddled corpse of their target aboard a stealth helicopter and exited rapidly from Abbottabad, Pakistan. With the 44th President of the United States personally monitoring their progress, they had just carried out an audacious commando mission: the assassination of the world’s most notorious terrorist, Osama bin Laden. There were no casualties – at least, not on the American side; only one helicopter down.

US decapitation target: Osama bin Laden

The military architect of this raid was (then) Vice-Admiral William H. McRaven, head of Joint Special Operations Command, and himself a former SEAL. Over 15 years previously McRaven had published a book, to this day regarded as a seminal text on special operations.[1] Among the 8 historical case studies that comprise the book, one is of compelling interest here: because of its uncanny similarities with bin Laden’s nemesis, Operation Neptune Spear.

This other operation – known as Oak – also involved a surprise airborne assault on a fortified hideaway located in a dubiously allied country. It was carried out by gliders – though use of a helicopter had been discussed at the planning stage. Like Neptune Spear, Oak was a politically-instigated raid receiving minutely detailed attention from the head of the state which sponsored it. It, too, was a surgical operation focusing on a single, human, target – except, in the case of Oak, the objective was rescue rather than elimination. The raid achieved complete surprise and complete success. Its critical phase was over within a matter of minutes; no shots were fired; there were no fatalities among those carrying it out; the rescued high-status hostage was air-freighted to safety.

Operation Oak influenced the course of WWII. Its successful outcome bought the Germans precious time and political credibility, enabling them to reinforce their position in northern Italy. What, a few days previously, had looked an easy win for the Anglo-American forces battling up the Italian peninsula was now to become a hard slog. When the Allies achieved their strategic breakthrough the following year, it would be in Belarus and Normandy, not northern Italy.

Excess baggage freighted with destiny: Skorzeny jumps aboard the getaway aircraft for a hazardous mountain-top take-off with Mussolini

The man who had tumbled out of that first, crash-landed, German glider and immediately assumed command of the situation looked every inch the expedition’s leader. He was enormously tall, Herculean in build; his voice stentorian; ruggedly handsome, the whole of the left side of his face was etched with a manly duelling scar; his eyes were a penetrating slate-blue; beneath his steel helmet (later exchanged for a jaunty garrison cap) was a preternaturally glossy crop of dark hair that seemed perma-waved in position. Hollywood could not have produced a finer casting-couch hero.

Within half an hour of landing he was standing side by side with Benito Mussolini, former Fascist dictator of Italy and the man he had just rescued, enjoying a carefully rehearsed photo opportunity. A few days later these photos – and the accompanying reels of news-film – would be relayed across the entire world, indelibly recording his achievement for posterity. His name, hitherto barely known, was Otto Skorzeny. He had come – he told Mussolini – on the personal orders of Adolf Hitler to escort him back to Berlin.

This fact was indisputably accurate; much else that has been said and written about the raid, its protagonist and his subsequent exploits is not.

No doubt about it, McCraven’s own account of Operation Oak is, in places, infected by the hagiography that has encrusted Skorzeny’s reputation. It is a tad too reliant upon the Nazi commando’s self-glorifying memoirs and a somewhat credulous biography written by Glen Infield nearly 40 years ago. Skorzeny did not – as he would have us believe – mastermind and plan the raid. Quite simply, he hadn’t got the military experience to do so. Planning and tactics were actually decided upon by the staff of Luftwaffe general – and overall commander of the mission – Kurt Student. In particular, by Major Harald Mors.

President Barack Obama greets the architect of the mission to kill Osama bin Laden, Vice-Admiral William H. McRaven

That said, it is quite conceivable the raid would never have taken place, still less succeeded, without Skorzeny’s participation in it. And here, in the final analysis, resides McRaven’s argument.

It was Skorzeny who, during the long, hot, summer of 1943, relentlessly followed up every lead provided by his employer, the SS foreign intelligence service – the one organisation that eventually proved capable of delivering the goods on Mussolini’s whereabouts at Gran Sasso.

This at a time when the Abwehr, the Third Reich’s main intelligence service, was engaged in an opaque disinformation campaign aimed at throwing its SS rival off the scent. And when Skorzeny’s commanding officer, Student, was becoming increasingly preoccupied with the defence of Rome against an anticipated Allied attack. To Student, very much the professional military man, the recapture of Mussolini was a tiresome politically-motivated mission. To Skorzeny – as Hitler’s personal emissary – it was pivotal to his dreams of glory; which meant at very least winning the Ritterkreuz (the benchmark of military achievement in Hitler’s Germany).

It was Skorzeny who insisted on a last minute aerial reconnaissance over the mountain-top, providing – however inadequate the photographs – the only available information on a suitable glider landing site. More importantly still, Skorzeny – due to an accident in the glider flight-plan – was first to land on Gran Sasso, allowing him to seize the initiative, bluff his way past Mussolini’s Italian guards using a captured Italian general, and bag the former dictator alive. He did it without firing a shot.

These are the key issues McRaven focuses upon in his account; they clearly proved influential in his thinking on political decapitation missions. Though aware of the bitter controversy that had rumbled down the years about who should ultimately wear the laurels for Operation Oak (see note 4 of Chapter 5), he dismissed it as immaterial: ‘Whether Skorzeny was a straphanger or the mastermind of the operation is inconsequential. Ultimately, success resulted from Skorzeny’s actions at Gran Sasso and not from Mors’s.’

^[1] Spec Ops: Case Studies in Special Operations Warfare – Theory and Practice, 1995.

Stuart Smith is the author of Otto Skorzeny – The Devil’s Disciple, to be published by Bloomsbury/Osprey in the week beginning September 16, 2018. Price: £20 (hardback).

The Reputation of Colonel Otto Skorzeny

Well, hello. It’s been a long time, hasn’t it? Five years ago, Publicis was buying Omnicom (or was it the other way around?). Now, even the Mighty Martin has been toppled from his pedestal and marketing services conglomerates are beginning to look distinctly ‘retro’.

But enough of that. What have I been up to? Writing a book is the short answer. It’s called Otto Skorzeny – The Devil’s Disciple and will be published internationally by Bloomsbury/Osprey during the week beginning September 16.

What’s it about? A military adventurer whose ‘epic’ deeds belong, at first sight, to the realm of fiction. And yet they do not. Skorzeny really did help to rescue Benito Mussolini from a near-impregnable mountain fastness where he was being held hostage by his own side. And he really did spook the Americans into believing he was sending a commando force dressed and armed as US servicemen to assassinate their supreme commander, Dwight D. Eisenhower, in Paris – which inspired panic behind American lines.

When I say Otto Skorzeny was larger than life, I mean it. He was a big man, with big ideas and an even bigger ego. He also had a big mouth and a big problem with telling the truth (though fortunately he didn’t have access to a Twitter account). His biggest fault, however, was an unflinching adherence – long after April 30 1945 – to one A. Hitler, to whom he owed his meteoric rise to global fame. Hence: The Devil’s Disciple.

You might think this misplaced devotion a big disadvantage in the post-war world: Nazi Germany pulverised, the Soviet Union, United States and Britain triumphant. Not a bit of it. With a slickness that puts Macavity in the shade, Skorzeny shrugged off a US-inspired war-crimes trial (he was acquitted on all counts) and escaped to Spain, where he morphed into a successful businessman. People came flocking to his Madrid apartment: journalists in search of a story (he was very good at that, especially tall ones); film producers in hope of acquiring the rights to Skorzeny: The Movie; the CIA to keep tabs on his devious double-dealings in Germany; Mossad agents, because Israel had got into a bit of bother with an Egyptian rocket programme manned by Nazi scientists.

Otto Skorzeny was to die not in a ditch but, a multi-millionaire, in his bed. It was cancer that finally got him, not one of his many enemies.

All of which goes to show that the cult of celebrity comes in many guises. Though, admittedly, the uniform of an SS-Obersturmbannführer is rarely one of them.

In the next week or so I’ll post more on Skorzeny’s picaresque career.

 

Publicom and on and on and on

Nearly three weeks on from the seismic news that Publicis Groupe and Omnicom are to merge and still no end in sight to the discussion of possible permutations.

Not, be it noted, among the clients involved – who are mostly too stunned, or too busy topping up their tans, to react – but within the industry trade press. At AdAge, the merger has virtually gained supplement status with a regularly updated online sidebar.

But pickings are increasingly thin, as the few facts to emerge shear into speculation. My current favourite ramification? Did Messrs Lévy and Wren not consider the impact of their merger on the industry’s premier creative and effectiveness award schemes? It seems they did not, with dire consequences for both the Cannes International Festival of Creativity holding company of the year award and its Effies equivalent. Alas, these hallowed categories, engineered with such care and precision over the past few years, may now be consigned to the scrapheap by the appearance of a juggernaut so colossal that it will  steam-roller any conceivable competition for the heretoafter. Quelle horreur!

Here’s one factoid that may be of more than passing interest. In the four weeks to August 12th, WPP was the only significant loser in market value within a sector that is generally on the upswing. Its shares shed 1.8% in value. I owe this pearl to Bob Willott, editor of Marketing Services Financial Intelligence, who speculates that the back-track reflects investment community anxiety that WPP may embark upon something big and silly as a riposte. In other words, a price-inflated mega-merger.

I doubt it, given that the only acquisition with appropriate critical mass would be Dentsu. Just think about it, but only for a nano-second. For once, Sir Martin Sorrell is likely to play a waiting game. The sole visible benefit of the Publicom merger to clients – in whose name such things are theoretically carried out – is consolidated media buying in North America. Of traditional media, that is. The very thing that may attract regulatory interest. “Big data”? Don’t make me laugh. It’s a smokescreen, though admittedly a trendy one. How much data, exactly, do Omnicom and Publicis own and farm compared to the specialists in the field (from Google downwards)? And, even supposing it were enough, how long will it take to merge the holding companies’ two very different platforms?

One other thing. Who is actually going to run the new show? There are an awful lot of chairmen, current and sequential – Bruce Crawford, Maurice Lévy and John Wren – but who is going to handle the grubby job of steering the global behemoth from day to day? A Frenchman does not seem likely (though a Frenchman handling the finances, that’s another matter) – because of a lack of global projection. Other than Lévy, the only French adman of global standing is, er, David Jones (well, he speaks fluent French and has a French wife). The natural choice might be Andrew Robertson, head of BBDO and indisputably a citizen of the world (he started off in Rhodesia). But maybe I’m in a minority of two on this. How’s your French, Andrew?

Artist’s ‘playful riff’ on Charles Saatchi

Charles Saatchi and Nigella Lawson have just been granted a decree nisi in the  High Court, near finalising their divorce.  We thought to mark the occasion with an item that puts former adman Charlieboy in his rightful context: as a celebrated patron of controversial Art.

A young British artist (who for entirely understandable reasons prefers to remain anonymous) has created a life-size model of Saatchi with a hand outstretched ready to choke anyone who interacts with the piece. The work is entitled ‘Playful Tiff’ – the words Charles used to describe the incident where he lovingly placed his hand around his wife Nigella Lawson’s neck at Scott’s restaurant in London. Viewers of ‘Playful Tiff’ are invited to place their neck in Saatchi’s hand and capture the historic moment with a photo on their mobile phone.

For good measure, and in line with the impish persona Saatchi has used to promote his book, ‘Be The Worst You Can Be’, the model is bright red and comes with a set of horns.

The artwork is on display at the Jealous Gallery at Crouch End in north London.

We suspect this particular exhibit will soon be occupying pride of place in the Saatchi Gallery.

Just choking.

Fallout from the Publicis/Omnicom merger

By Richard Pinder

When first hearing the Publicis and Omnicom merger rumours you could have been forgiven for thinking it to be some silly season gossip.

But as we know POG is not a passing fancy, it is for real. Hats off to Maurice Levy who has consistently shown his ability to be daring, decisive and dynamic just when people least expect it.

So what drove it? And who are the winners and losers? First, two sets of observations:

The announcement was made in Paris, not New York. The Group will be called the Publicis Omnicom Group, not the Omnicom Publicis Group. The revenues of Publicis Groupe are some way below those of Omnicom Group though their market caps are much closer, but it will be a merger 50/50 owned by the two companies shareholders.
After the dust has settled and the merger is done, the silly co-CEO thing is finished with and the company starts to operate normally, the CEO will be John Wren, from Omnicom, the CFO likely to be Randy Weisenberger from Omnicom, the ticker marker on the NYSE will be OMC and largest market for the combined entity will be the USA.

Once the incredulity subsides, you can see the attraction to Maurice and John. And as the above simple summary shows, you can see the game that is being played by both to get the other to agree to the deal. The former gets to show the French establishment what world class really means, a brilliant retirement gig as non executive Chairman of the world’s number one advertising group and without having to go through with the charade of making good his oft delivered promise to Jean-Yves Naouri to be his successor. The latter, within 30 months, gets to run something nearly double the size of OMC today, in seriously good shape in Digital and Emerging Markets, the number one ad agency of the number one spending client in the world – P&G who had only just taken most of their business from OMC – and all without the pain and risk of taking the long road there.

For Elisabeth Badinter it’s a fabulous end to her tenure as Chair of Publicis – seeing the company her father founded in 1926 become number one globally, as well as securing the very strong valuation on her holding that today’s Publicis stock price provides. For a number of senior managers there will likely be the triggering of various unvested options, stock grants and other goodies, not to mention the special dividends, that will mean good will all round. So, off on the August vacances with a spring in their step? Well not everyone…

For a start there is precious little in the announcement about WHY this is better for clients. We can see it’s better for doing deals with the big media partners, old and new. Scale counts there. But when the bulk of the enterprise’s activity is still about finding, creating and executing inspirational ideas to motivate the world’s population to choose one brand over another brand, there is a point beyond which scale can actually be a disadvantage – talent feels lost, ideas get killed by people who have no idea what the clients’ needs are and everything takes too long and costs too much. Well that’s what a large number of large clients have been telling me this past two years since I left Paris as COO of Publicis Worldwide.

There is also the small matter of the $500m savings mooted in the announcement. Publicis Groupe runs lean. Margins are already industry best. So the chances of finding much of the savings there seem slim. It will be interesting to see how the board of BBDO reacts to the likely loss of their top tier international travel rights, or the agencies of DDB cope with tough bonus rules that tie every unit in the company to the performance of those around them, as happens at Leo Burnett or Publicis today.

As a footnote on the winners and losers, spare a thought for those who fought, lost and thought they had won in the long-running soap opera called Maurice Levy’s succession. Just as the game looked like it would soon be over, the sport got changed and everything was different.

It will also be fascinating to see what WPP do about this. They have got used to being the world’s largest and Sir Martin is rarely quiet for long on any topic, let alone one so close to home. Bookies will surely be giving poor odds on a shotgun WPP/IPG or WPP/Havas union.

And me? Well as client choice reduces, the need for new global alternatives will continue to increase. It’s why we started The House Worldwide and it’s why we think it will  be increasingly relevant to clients who want to get back to a world where the client and the brand are more important than the agent promoting it, and where the money is better off going to the talent than to the accountants counting it.

Bigger and smaller, that’s the future of the ad network game.

Richard Pinder is co-founder and CEO of The House International. He was formerly the head of Publicis Worldwide.

 

Publicis Groupe and Omnicom disclose $35bn merger

As merger rumours go, they didn’t come much better. Omnipub. Or more probably Publicom. But let’s come back to that later.

The idea that the world’s number two marketing services group, Omnicom, is about to combine with the number three, Publicis Groupe, and topple WPP from its premier spot (by market capitalisation) eventually proved too much for Bloomberg News. Yesterday, after the New York Stock Exchange had closed, it went ahead and published on the basis of a single source, probably but not certainly a disaffected investment banker.

Hats off to Bloomberg: it got it right. The new entity is to be called Publicis Omnicom Groupe. Fuller details will be announced in Paris tomorrow. But Omnicom chief executive John Wren and Publicis CEO are expected to be joint CEOs of the combined companies. At least, for the time being…

Commentators have rightly fastened upon the many impediments to Wren and Lévy pulling off this $35bn marriage in advertising heaven. They range from anti-trust legislation, to rampant nationalism (Publicis is a French chauvinistic icon, and seen as a bulwark against Le Defi Americain), to apparently unbridgeable divergence in the two companies’ strategies, not to mention the little matter of crippling client conflict.

So that’s it then? It can’t possibly work? Well, no. I can’t speak for the thicket of legal obstacles likely to be thrown in the way of the touted merger, but most of the other objections can be turned on their head, sometimes to advantage.

Let’s take strategy as an example. Lévy is relatively weak in the USA, but has emphasised emerging markets and put his money where his mouth is – sometimes too much of it – with expensive digital acquisitions such as Digitas, Razorfish, Rosetta, Big Fuel and LBi. Wren is archetypally American – over 50% of his business comes from the States; he has shied away from digital acquisitions, which he regards as over-priced, and some (including shareholders) would argue that his conservatism, or complacency, has cost Omnicom dear in the Far East. So different strategies, yes; but incompatible ones, no.

Nor is client conflict the neurotic impediment to mergers in the advertising business it once was. Some clients – McDonald’s, Mars and Procter & Gamble for instance – are held in common by the two groups. The real deal-breaker – if there is one – is likely to be Coca-Cola (PG) and PepsiCo (Omnicom). Then again, maybe Wren knows something about the state of the PepsiCo business we don’t.

Next, might a merger not help to address some chronic succession problems in both organisations? Readers of this news site will be very familiar with those at Publicis. Jean-Yves Naouri, once 71-year-old Lévy’s favoured protégé, seems to have fallen by the wayside. While Arthur Sadoun – the capable, ambitious managing director of the elite Publicis Worldwide network – was probably too young and too little known outside France to assume the global mantle. An added piece in this jigsaw is Elisabeth Badinter, the daughter of Publicis founder Marcel Bleustein-Blanchet, who has been a member of PG’s supervisory board since 1987 and its chairman since 1996.

Badinter will, according to the Wall Street Journal, co-chair the new Publicis/Omnicom entity with Bruce Crawford. But she is expected to retire at the end of 2015. Which would be a convenient moment for Lévy to metamorphose into an emeritus role. It might also be a convenient moment for Badinter to bow out and cash in an enormous cheque. She is a 9.1% share holder in Publicis Groupe.

Turning to Omnicom, the problems of its senior management are less well ventilated. But two things are certain: its directors are not getting any younger and there hasn’t been much mobility lately. The average age of the board is over 70 (my thanks to Bob Willott for this pop-up statistic), making 61-year-old Wren look a comparative spring-chicken. Omnicom remains a well-run company, but there is an unmistakable air of geriatric stasis hanging over it. It has lost some big, perennial, brands in the recent past: Gillette and Chevrolet. Another signature account – Anheuser-Busch – has been cut to ribbons by the cost-conscious Boys from Brazil (InBev). By contrast Publicis – for all its chief’s distinguished grey hair – is viewed as dynamic; a perception reflected not only in PG’s recent stellar results but its consistently superior stock market rating.

A “nil premium” merger (which is what Bloomberg has suggested this is) implies a combination of equals. In reality, although Omnicom is the larger company, Publicis will end up in the driving seat: we’re talking Publicom rather than OmniPub. The signs are already there: in the name, Publicis leading; and in the venue for the announcement tomorrow, Paris.

The important detail to look out for will be who becomes chief financial officer. My money is on Jean-Michel Etienne rather than Randy Weisenburger. It’s not only the French who have to be appeased, it’s also the investment community.

Bloomberg seeded one of the most galvanising “silly season” rumours in years. The only thing is, it turned out to be true.