Alistair Osborne profiles Michael Bungey, master of the USP. He is currently leading a mass breakout from Saatchi advertising group Cordiant.
Michael Bungey, creator of the Martini girl, is a happy man. From December, he will be free of Charles and Maurice (now Lord) Saatchi - the advertising duo who for 11 years have had such an influence on his life. Bungey is the new chief executive of the Bates advertising group which, in December, breaks from its parent Cordiant and gains a separate listing on the Stock Exchange.