The evening was designed to celebrate the best in branding and marketing over the past five decades. And included a big whoop for the likes of Microsoft (The Brand That Most Changed Our Lives) and Google (The Most Successful Brand In The Next 50 Years).
A video "thank you" from Procter & Gamble's A G Lafley (The Greatest Contributor To Marketing) did not encourage the audience in its belief that the world's largest advertiser is fully in touch with the 21st century (Lafley referred, patronisingly some thought, to P&G's customers as "she", evoking images of the little woman at home).
But the event's organisers displayed a sense of humour in their choice of soundtrack for the presentation of the Brand Builder Award by Sir Frank Lowe to Tesco's Sir Terry Leahy. As the two stood side-by-side on stage, Bonnie Tyler's words from Holding Out For A Hero boomed out across the auditorium: "Where have all the good men gone, and where are all the Gods?" Quite.