PROs spotted included Mark Borkowski (nattering away with awards compere Johnny Vaughan), plus - of course - the jolly duo of Sean O'Brien and James Herring, who actually run the event.
Perhaps the most printable anecdote Diary became privy to during a gossip-tastic night was Max Clifford Associates (MCA) consultant Lucy Murphy's revelation as to how much MCA bills its client cosmetic dentist Johann Styger for its services.
MCA, Murphy told us, doesn't charge a penny to promote Surrey-based Styger: instead Max has a novel contra deal whereby his staff (his 'angels') can get their teeth done by Styger free of charge.
Murphy herself is currently 'in the middle of treatment', and told Diary: 'It's one of the perks of working for Max.'
Your gnashers didn't seem too bad to us in the first place, Lucy.