Ben Welsh, the new media guru for Norwich Union met the insurance press pack for the first time this week.

“I started out working for a tobacco firm and then moved to Severn Trent before joining Norwich Union,” he told the assembled throng.

“So my career has gone from fags to sewage to insurance – I am hoping this is the way up.”

Backchat was delighted to hear one journalist quip: “Or to put it another way – from fags to shit to deeper shit.”