DIARY: Proximity relinquishes WWF with sad delivery

It's always nice to see an agency resign itself to the loss of an account with grace and dignity.

Mind you, it doesn't happen that regularly. All too often, the unlucky incumbent comes out with the usual lines: "Well, we're secretly glad we lost this £35 million piece of business. The client was a bastard and the whole thing was having a detrimental effect on our business, blah, blah ..."

So hats off to Proximity who, having just lost part of the above- and below-the-line WWF account to WWAV Rapp Collins and BMP DDB, decided to bow out with some charm.

The agency's head honcho, Simon Hall, sent WWAV the novelty WWF panda that had previously sat in Proximity's Old Marylebone Street reception area. It was accompanied by a note, which read: "This bear doesn't live in Paddington any more."

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