Diary: Cake's Mathieson accesses all areas

It's not every weekend that PRWeek gets to see one of the UK's hotly tipped new bands, so we were delighted to spend a couple of hours in the company of staff from creative PR firm Cake last Saturday, watching a Franz Ferdinand gig in Islington.

PRWeek was invited to the noon gig as part of what the agency described as a 'brand experience' for its client, Carling, which was sponsoring 24 hours of continual gigging at London venues.

Many hours - in fact, exactly half a day - after PRWeek had experienced its fill of the brand in question (er, a couple of pints later), we heard that agency boss Mike Mathieson was still rocking at a healthy 2.30am on Sunday.

More precisely, Mathieson was on his knees at that ungodly hour scrambling around under the stage of London's Brixton Academy searching for a make-up compact belonging to one of the members of New York band the Scissor Sisters.

All in a (full) day's work, eh?

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