Toula Mavridou and Andy Rose, creators of '1980s celeb agency PR INC (former clients: Eric Clapton and Shirley Bassey), are back with a new venture called Sultans of Swag.
Mavridou takes up the tale when Diary catches up with her in Primrose Hill. 'I've spent the past couple of years looking after talent in Hollywood, and all the big awards ceremonies I worked on had celebrity gift lounges.
'No one does them over here, so we've set up Sultans of Swag and have just won a contract to do the British Comedy Awards.'
Betraying our ignorance of the Hollywood party scene, Diary discovers that a 'celebrity gift lounge' involves steering celebs into a fake 'shop' loaded with branded products, then getting the snappers to capture said celebs as they browse sponsors' goods.
The death of the goody bag - you heard it here first.