Lewis Hamilton's management company, XIX Entertainment, has appointed Didier Coton in an attempt to create a better environment for the McLaren driver.

Follow the self-confessed Annus horribilis that was 2011, when he was making the headlines - on and off track - for all the wrong reasons, all eyes are on the English driver to see how he performs this season.

Be it problems with the stewards, Felipe Massa or the highly publicised split with his girlfriend, not to mention being beaten by a teammate for the first time in his F1 career, some genuinely feared for Hamilton at times last year, while others, including Bernie Ecclestone, suggested he had lost focus and had become starstruck.

Now, Simon Fuller's management company has recruited Coton, who famously worked with Mika Hakkinen, and whose company Aces Management looks after the likes of (McLaren tester) Oliver Turvey and Valtteri Bottas, in order to create a "happy bubby" for the Englishman.

"Simon is committed to creating a team that will help me achieve my ambitions for 2012 and beyond," said Hamilton, according to the Guardian. "Didier's appointment builds on the existing strengths of XIX and I am delighted to have him as part of the team."

"Being appointed by Simon to join the team is a great honour," said Coton. "I am excited to work alongside two such prestigious personalities and talents.

"XIX's visionary approach is unique and one I believe in. I look forward to helping Lewis achieve success and developing long-term projects with Simon and his team."

After the disappointment of 2011, Fuller in convinced that Coton's recruitment is the right move. "We have ambitious plans and this shows our commitment to remain in the sport for the long term," he said. "Didier will bring knowledge and expertise to our team and I look forward to working with him."

Meanwhile, as Fuller and XIX focus on building the Hamilton brand - having already created the (David and Victoria) Beckham brand, the usual suspects are up to their old tricks, yesterday's Daily Mail claiming that Hamilton is back with on-off girlfriend Nicole Scherzinger, picturing the two walking arm-in-arm in LA.