ITV, Sony, Holiday Inn, Ultimo, Robbie Earle & Bavaria: Quotes of the week

Every cloud... Writer, broadcaster and TV critic Charlie Brooker tells ITV HD viewers to look on the bright side after an advert for Hyundai stopped them from seeing England's opening World Cup goal.

"We support the principle of the licence fee and always have done, but we also recognise, as technology changes, we may need to adapt the way it's collected. It is not going to be possible to have a tax every time anyone buys a computer."

It didn't take the Tories too long to start talking about the licence fee. New culture secretary Jeremy Hunt hints that changing viewing habits might eventually make the licence fee redundant.

"The introduction of the hotel room to the agency gave our team a practical space in which to engage with the brand and help formulate and strengthen further ideas.”

Group account director Adam Zavalis explains the thinking behind McCann Erickson Manchester installing a replica Holiday Inn hotel room at its office.

"The pool of talent in the digital and creative sector in Liverpool and across the north west is outstanding so we must retain the major players in this sector and help them to remain competitive and become the best in the world, whilst remaining cost effective.”

NWDA chairman Robert Hough on why the organisation, in tandem with Sony Computer Entertainment Europe, have made joint investments of £2m in the north west's videogames industry.

“We were looking for a logo for Inverness some years ago and anyone that mentioned the monster was laughed at. We are snooty.”

Inverness councillor Thomas Prag claims the city should make better use of its most famous local resident, the Loch Ness Monster, in its marketing.

"I think FIFA need to be very careful. If they do take it further they risk giving Bavaria more airtime, more press column inches and that's really pretty counterproductive from their point of view. On the other hand if they leave it then they are perceived as a soft touch and Bavaria have got away with it."

Legal expert Nick Johnson warns FIFA to think hard before taking legal action against Dutch brewer Bavaria and a bevvy of beauties who supposedly advertised the unlicensed brew at Holland's World Cup match with Denmark.

And the ambush marketing tale got altogether stranger when ITV pundit Robbie Earle was implicated...

“He has had the privileged role on TV, one that most of us would aspire to and he has broken the trust of both his employers and the public with many waiting in the wings to take over. We haven’t seen Big Ron re-emerge since his ‘off mic’ indiscretions."

Sports marketer Gary McCall thinks it will be tough for Earle to return to TV screens after it emerged that his complimentary tickets supposedly fell into the hands of Bavaria and the Dutch ladies for their ambush marketing offensive. He was sacked by ITV.

"The Sunday Times, The Financial Times, the broadsheets and the tabloids have always been the thing. They remain the prestige coverage that you put at the top of your press cuttings when you show the CEO or the head of communications what you have successfully delivered."

Despite newspapers facing unprecedented challenges from the web, Richard Ellis, head of comms for public relations trade body the PRCA, insists print's usual suspects still represent the zenith of client coverage.

"We needed to get into the heads of the Northern Irish people and understand that DRTV ads in Northern Ireland are completely different to that of the mainland. They’re all about the craic, they’re disruptive and we needed to create something that people would be talking about down the pub with affection.”

Open & Direct Insurance's new ad parodies 80s cheese classic 'It's raining men' for the craic, says strategy head Lynne Cook from The Black Hole, the ad agency responsible.

"Following news of Kelly Brook's potential Playboy shoot, MJM are in discussions with Kelly's management regarding her Ultimo contract. Kelly is still the face and body of Ultimo."

A spokesman for bra brand Ultimo says Kelly Brook is still the brand's pin-up despite reports that she's about to take her smalls off for Playboy.