So what the devil is going on at Bartle Bogle Hegarty? In its recent charity effort for Barnardo's, the agency was split into 12 teams - each given £100 cash and briefed to "raise as much money for Barnardo's as possible".
And since this was for a children's charity, it brought out agency altruism by the bucketful.
So last Wednesday, herds of BBHers were seen running across the city implementing their ideas like an episode of The Apprentice.
These included one team managing to get their hands on an ice-cream van and driving it around Richmond. Another staged a full-scale beach party in Golden Square, replete with raffle, face-painting and barbecue. Another group sold tickets for a workday picnic entitled "bunking off in Green Park", which sold out within hours.
However, the winning team held a Black Ticket Draw, with prizes including a guitar signed by Noel Gallagher, a round of golf with Gary Lineker and Shane Warne's signed cricket bat. It raked in £11,399.
In all, the charity challenge raised £51,000, which went straight into the Barnardo's coffers.