For Pastis Communications, 2022 has started like a Spaghetti Western – sadly, not A Fistful of Dollars, but The Good, The Bad and The Ugly.

Spin class

The Good: January during a pandemic is dismal for most restaurateurs, but for our beloved client, The Good Life Café, it’s time to cash in on Veganuary. Even better, it is the one month of the year when Soph and I have a chance to take a journo out to lunch, by dangling a vegan menu in front of them. A chap from The Times is in the diary, but is notorious for last-minute cancellations.

The Bad: the queue of press releases announcing December deals not signed off before The Great Cut-Off (Friday 17 December), after which the only news you announce is stuff you want to bury. So small deals that were borderline publishable at any other time will be consigned to the delete button in the January bonfire of deals press releases.

The Ugly: On the bank holiday before our first day back, our new logistics investor client (who clearly has no life) returned our first press release with his comments. It was butchery. Facts taken out, bullshit and jargon added but, worst of all, he’d badly handwritten the changes on a printed-out document, photographed it and emailed back to us.

As Soph succinctly put it – he deserves A Fistful of Dynamite.