"Dave" David Abraham

Channel 4 are trying someone with roots in advertising rather than marketing as their next chief executive. David Abraham studied Modern History at Oxford, entered the world of work as a trainee at Benton and Bowles, on to CDP, then Chiat Day, where became part of the team that bought out the London operation and set it up as St Luke's.

At UKTV he went re-branding mad; after setting up Dave, we now have Alibi, Blighty, Yesterday, Really, Eden, etc.

Channel 4 will shortly become known as Two Plus Two, or perhaps Lefty, or perhaps Public, or perhaps Davina, or Horseferry. You can almost hear the brainstorm.