Corporate Chumminess

Let me introduce you to Emily. Modern and stylish, she might have a family or she might be single. She might be working as a senior manager, or might be a negotiator. She might like to read books in her spare time or might take part in triathlons. But one thing is certain: you will dislike her intensely.

You see, Emily has been created by Bushells, a London estate agency, to make it appear more personable, and most of the preceding description is taken from a glossy brochure pushed through my letterbox. Next to a picture of a bland-looking woman, the blurb continues: “Emily has been introduced because she describes the personality of our company . . . She is friendly, warm, welcoming, helpful, honest, reliable and trustworthy.”

This, of course, is not the first time that an estate agent has tried to get chummy…

Read atTimes Online