DIARY: Orrell is caught with his pants half down in bid to attract new PR briefs

Leeds-based design agency Watt's latest PR stunt reveals how 'pants' a new business drive can be. Armed with a pair of over-sized Y-fronts, co-founder Tim Orrell recently launched an unusual 'appeal for briefs', sent to 700 marketing comms budget holders.

Snapped semi-naked, Orrell created a cardboard cut-out for a 'Pantometer' to measure response. Displayed on the agency's building, it starts with pants at ankle level, rising to a wedgy if the briefs roll in.

According to latest reports, the briefs are now approaching Orrell's nether regions.

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