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