The Diary is always interested in agency away-days and our ears
pricked up when we heard that Amsterdam agency, 180, was flying off to
Spain to celebrate its expansion.
The agency’s chiefs, Alex Melvin, Guy Hayward and Chris Mendola, hit on
the idea of taking all 25 staff to Seville to learn how to bullfight,
although they are adamant it was the theory of bullfighting they wanted
to learn and not the gory sport itself.
On reaching Seville, everyone was shuttled to a beautiful 1000-acre
ranch on the outskirts of the city where they were briefed on the
history of the place and the bullfighting tradition.
Following a tour of the ranch on horseback, the agency was led to a
bullfighting arena where three young matadors gave an (all-too-brief by
all accounts) demonstration on the finer points of bullfighting.
Immediately afterwards, agency staff were given the opportunity to show
off what they’d just learned when a six-month-old bull was led into the
ring. Despite his diminutive size, he was incredibly aggressive and the
courage of the would-be matadors from 180 was tested.
Unexpectedly, the first person to volunteer was freelance producer, Sid
Daffarn, who obviously hadn’t paid enough attention to the demonstration
as he forgot to step out of the way when the bull charged.
Eventually the organisers of the trip were lured into the ring, with
Mendola displaying so much enthusiasm (if not talent) for the sport that
his colleagues are considering setting him up as a professional
Can’t wait to find out where they’re going next year.