Campaign runs an i-Q column in which it asks readers to comment online on various topics. A recent internet question posed was:

"Is advertising sexist?" One reader said he loved Yves-Saint Laurent's ad for Opium perfume with a naked Sophie Dahl.

'Double Ambitious' said the ad, which prompted 750 complaints to the UK's Advertising Standards Authority, after it migrated from consumer press to billboards, praised Stephen Meisel's photography and its "strongly seductive and beautifully surreal image".

The contributor didn't stop there. He (she? ) suggested it was "compelling, complimentary of the female form and, above all, gets you horny". It was pulled for being sexist . . . one reason British ads underperform at award fests, while nonnanny states do well.

DA's closing remark must be music to Peter Stringfellow's ears as he plans a return to Dublin's pole dancing scene: "It's like strip clubs, which are often confused with being the exploitation of women, when really they are a fantastic exploitation of men."

EH-OH, DIARMUID

Speaking of shapely ladies, Jerry Hall was the inspiration for Diarmuid Gavin's I Want a Garden show on RTE One last Sunday. Mr Miracle-Gro was asked by Mary and Pat Gaynor to transform a half acre of their garden in Bagenalstown, Co Carlow.

The budget was put at 80,000. Gavin's team used Hall's "perfect proportions" to blend her curves into the mountain background and screen the Gaynors' old garden from the motorway. An outside room was neatly snuck into one of the grassy hillsides.

Keeping the Gaynors' undulating lawn pristine should prove fun. Was Publius alone among the 326,000 viewers in thinking that with the addition of some "owers, pathways and roly-poly dolls on scooters, the Midlands could have its own Teletubbies set?

TV PERFORMS FOR BRANDS

TV advertising is the biggest driver of a brand's long-term growth, or so says a new report by Information Resources Inc. The "rst phase of a new long-term study began a year ago and looks at TV advertising, in-store promotion, distribution and brand variety.

While trade promotions may help grow sales in the short term, IRI argues that they have shortcomings in helping to build brands. The study found that TV advertising helps lower price elasticity as well as fostering the long-term growth of brands.

Men prefer to relax in front of a TV rather than surf the web as it is more relaxing and provides male camaraderie as they enjoy watching sport in groups, a report by Vox Pops media research agency in the UK indicates.

Vox Pops produce consumer research videos for Coca-Cola, Axa, Boots, eBay, News International, Nokia and Toyota.

SAATCHIS BAG JAMESON GIG

Pernod Ricard, Irish Distillers' parent, has given its �33.5 million Jameson account to M&C Saatchi after a "nal contest with Fred Farid Lambert. The appointment will see Saatchi's Paris of"ce handle Jameson creative work everywhere bar the US.

To help broaden the brand's appeal, TBWA, whose Irish agency is Cawley Nea, created TV and press ads with a Rastafarian harpist and a veteran Japanese drummer who seemed possessed by something with more roll than one too many whiskies.

HOT CONTEST FORECAST

The big kahunas in adland and PR are showing interest in a tender put out by the Department of the Environment inviting pitches for a national communication and public awareness campaign on climate change.

The campaign will relate to how Ireland must meet its emission targets under the Kyoto protocol as well as any revised emission reduction targets. Agencies have until August 20th to apply and the campaign is due to roll out in November.

KELLY'S HERO

The safe money is on magazine publisher Kevin Kelly appointing an experienced hand as editor of Checkout. Karina Corbett has been in the grocery hot seat in recent months after Terence Cosgrave and Kelly parted company on less than amicable terms.

Michael Cullen is editor of Marketing magazine; cullen@marketing. ie Richard Delevan is on leave