Angela Ahrendts

Lucy Kellaway

Two years ago, I awarded Angela Ahrendts a prize. The chief executive of Burberry, I thought, should be honoured for her tireless services to business jargon.

And so I made her my winner for Outstanding Services to Bunkum in recognition of the most baffling paragraph ever written by a CEO in an annual report. In her statement in the 2011 report she wrote the immortal words: 

John Gapper

The appointment of Angela Ahrendts, chief executive of Burberry, to manage Apple’s retail operations is intriguing in many ways. One footnote is that she gets upgraded to a triple-A executive – her name and title will be alliterative.

In response to my pointing this out on Twitter, my colleague Andrew Hill argued that Ms Ahrendts has corporate rivals in alliteration: