Diary: Celebrities add the bite to Saatchis' Gum launch

The Saatchi & Saatchi PR machine has again gone into overdrive.

Anyone hapless enough to have been watching five's 30 Greatest Supermodels progamme might have seen a certain Saatchis chief executive offering his tuppence worth, as an apparently hung-over Lee Daley waxed lyrical about the benefits of using Kate Moss in ads. Apparently, she is the only person capable of making Rimmel "edgy" (yep, he was hung over all right).

And Daley rubbing shoulders with the supermodel set is not where this week's celebrity association ends. With the launch of Gum (Saatchis' new brand entertainment division), the agency has been haranguing stars to turn up to its launch party.

The early takers are thought to include the DJ Sarah Cox, the TV presenter June Sarpong, the singer Lemar and the Welsh rugby player Gavin Henson.

And, no, it doesn't stop there. As a reminder to attend the party, Saatchis has enlisted the help of the former Radio 1 DJ Lisa I'Anson. She's recorded a message to be left on people's voicemail, telling them what's going on.

Any chance someone could just do some advertising?

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