With the atmosphere simply electric, it was perhaps unwise of the compere, local TV presenter Alistair Macdonald, to begin by likening the PR fraternity to snakes.
The audience showed the allegation was wholly unfounded by immediately hissing at him.
Once off stage, enjoying a glass of wine and a plate of profiteroles, Macdonald confided it was the rowdiest ceremony he'd ever hosted.
The shy and retiring team at Brazen PR cleaned up, scooping a total of 15 awards. Hats off also to Euro RSCG Biss Lancaster. They smuggled in Charlie, a seven-foot Little Chef mascot, who appeared on stage to collect the award for Low-Budget Campaign - for 'slim down the chef' (who was, of course, fattened up again after a public outcry).