MARKETING MIX: Huge interest in Wax treatment

Industry awards nights are, in Mix’s humble opinion, to be avoided at

all costs. In fact, as a general rule Mix would pay money to stay away

in favour of a night on the sofa with a takeaway curry and a video of

the Brookside omnibus.

Which is why we were intrigued by bizarre tales about the DMA/Royal Mail

Awards, which took place on Monday night. Within ten days of putting the

900 tickets on sale (pounds 95 plus VAT-to members, pounds 110 to non-

members), the organisers had completely sold out.

Arms were twisted and an extra 135 people were squeezed in, leaving a

100-strong waiting list. A black market developed, with touts offering

tickets at more than twice their face value. A rival publication begged

for tickets, money no object. And one marketer (no names, no pack drill)

offered to crawl on hands and knees from his North London office to the

organiser’s home in-Kent to get a ticket.

What is going on? Has Grosvenor House smartened up its catering act

since Mix’s last visit? Was it the prospect of seeing awards presenter

Ruby Wax, Vauxhall spokesperson and close friend of Sarah Ferguson?

Could the drift towards integration mean that agencies are desperate for

something to spend their cash on?

Answers on a postcard to Baffled of W6.

This article was first published on Marketing