So Diary was delighted this week to hear that two primates recently took up interim positions in the Berwick Street offices of film and media agency Beatwax.
The monkeys arrived to promote upcoming Ben Stiller flick Night At The Museum. Stiller plays a security guard in a museum where exhibits come alive at night.
Beatwax MD Michael Brown denies the creatures have had any involvement in dreaming up the agency's other recent activity: last month, the agency temporarily closed the Thames to promote the film The Guardian with a £20,000 stunt - a staged air-sea helicopter rescue of the model Lisa Snowdon.
Brown reflects: 'For a two-hour visit it costs £500 for both monkeys, a longer day is £1,500 - my staff cost less.'