After hours trying to explain what he does for a living to his Nan, Seb finally came up with four words that he thinks sum it up best: his job is to be "a brand's best friend". She puts it down to that time she dropped him on his head as a baby... but he is nonetheless happy to finally have found a way of spelling out everything he does in a single line.

Seb's now working as a London-based freelancer… and the lump has finally disappeared.