DIARY: Get caught in the PRCA FrontLine masquerade

Members of the PRCA FrontLine association were this week the lucky

recipients of glamorous masks like those shown above.

The rather unusual gifts are in preparation for the PRCA FrontLine Mardi

Gras ball, which is taking place on 27 February.

An estimated 300 of the industry's bright young things will be attending

the free booze-up provided that they are wearing a mask.

But mystery surrounds just whose idea the masks where and why. Is there

an ugly turnout of under-30s in agencies these days? PRWeek's recent

Faces of 2001 feature would seem to suggest otherwise.

Perhaps the organisation - acting on the suggestion of worried agency

bosses - has introduced them to prevent any agency poaching in these

recruitment-troubled times?

Or could the masks have been dreamt up by 'young at heart' PRCA

executive director Chris McDowall to allow him to gatecrash the event

where no-one over the age of 35 will be allowed.

He denies any such motives and has generously volunteered himself as an

'oldie' detector should any wrinklies be tempted to gatecrash in


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