Never work in retail – the wags are no good

The Diary knows a heady brew when it sniffs one; and a reality TV show, eight buxom WAGs, two Soho beauty salons and one put-upon branding expert certainly has the whiff of drama about it.

The heroic marketer in question is Guy Blaskey, director of creative management agency BLM Flint, who found himself at the mercy of the two teams taking part in reality TV’s latest offering: WAG’s Boutique.

The show features the towering intellects of Nicola T, page three stunna and partner of West Ham striker Bobby Zamora, and Charlotte Meares, girlfriend of Spurs forward Jermain Defoe.

Blaskey got involved when the teams, whose ventures were called Bows and Better Half, hired BLM Flint for design guidance and to develop brand identities.

Blaskey says: “I was initially surprised how switched on, determined and knowledgeable the girls were, but it soon descended into farce.”

He explained that Nicola offered to get her breasts out to inspire the creative team and then Krystelle Sidwell, wife of Reading’s Steve Sidwell, tried to flirt with him so outrageously on air that he would get dumped when his girlfriend saw the show.

But things got even worse with the other team: “Working with the Better Half team was living hell, they were like your worst client times ten.”

The series starts on January 30 on ITV1. The shops are on Marshall Street in Soho.