The Financial Times has been digging into Cameron´s endorsement of several blue chip companies. The common link? they all seem to be clients of his PR Guru Steve Hilton´s company Good Business. (In March the Sunday Times reported that the conservatives were paying Good Business twenty-three thousand pounds/month for the services of Hilton).

According to the FT, not only has Cameron been endorsing these companies, he has been doing so in terms very similar to those of his spinner in chief.

There are striking similarities between some of Mr Cameron's observations and those made by his adviser in his previous capacity as business consultant.

One month into his tenure, Mr Cameron suggested in a BBC interview that his host "look into some of the best social responsibility programmes, that Nike, Sky and others run". Both Nike and BSkyB are former clients of Good Business.

An essay by Mr Cameron in the Mail on Sunday in June singled out Nike as a well-behaved company, citing in particular its anti-racism campaign fronted by Thierry Henry, the Arsenal striker.

Mr Hilton had praised this same effort, and the footballer's involvement with it, in an essay in Ethical Corporation magazine in April 2005.

In April this year, as part of a speech in Norway on climate change, Mr Cameron cited the prominent environmental campaign undertaken by BP, a past Good Business client, as evidence that "focusing on energy efficiency can add substantially to the bottom line".

Mr Cameron has suggested that Coca-Cola, whom Mr Hilton's company has advised, had "a better distribution network in sub-Saharan Africa than any aid agency" and should be given the job of handing out relief supplies.

ConservativeHome have also picked up on the story, linking it to their plea for Cameron to clean up his act of a couple of months ago.

The IoS highlights his recent promotion of Isle of Jura Malt Whisky - partly owned by a major Tory donor. It also notes the way he attacked BHS for marketing T-shirts that allegedly sexualised young children but didn't attack Next for doing the same. Is it, the newspaper asks, because Next's CEO donates to David Cameron's personal office?

Not all of Cameron´s endorsements come from Hilton, though. He also seems keen on supporting his old school chums. According to the Observer:

Photographs of Dave Cameron and his smart stationer wife Samantha in their bathing suits call for comparison with the costume worn on holiday by our Prime Minister. This column revealed that the PM, like Prince William and Hugh Grant and a host of other celebrities, favours £80 shorts produced by St Tropez-based brand, Vilebrequin. Nothing so extravagant for the Camerons, however: both Mr and Mrs are pictured in costumes from the very British mail-order firm Boden. The eponymous company is run by a fellow old Etonian, entrepreneur Johnnie.

Vote for Cameron and you know what you´re getting, an old pals act the like of which the country has never seen before.