The arrival of a pamphlet to announce the new name of the German independent formerly known as Arcon gave The Diary an hilarious start to the new year.

Expecting to see the name of a couple of hard-to-pronounce lawyers, The Diary must admit to some surprise that the firm plumped for the title Avocado, a name that was accompanied by the legend: "But what has this exquisitely tasty fruit got to do with us? It grows quickly and doesn't break easily… and its taste has a pleasant hint of nut."

Quite apart from the fact that Arcon is neither green nor a fruit, and has in fact recently broken up, The Diary must give the firm credit for imagination. But surely this doesn't quite justify the next tagline: "Don't go to Guatemala… Avocado is in Berlin, Duesseldorf, Frankfurt… and Brussels."