Diary: England agency Dares to be different at Fresh

The northern PR machine cranked into top gear on Friday night as Leeds' first Campaign-sponsored Fresh Awards rolled into town.

But while the majority of agencies contented themselves with making their presence felt in the usual way, by sending several suited and booted representatives, as always there was one that had to take things a step further.

The Leeds-based outfit An Agency Called England has kept a low profile recently, so, in a bid to boost its visibility, it dispatched a group of cheerleaders to The Queens Hotel. However, the girls sent people's hearts fluttering in more ways than one when they checked into the lobby sporting T-shirts emblazoned with the words: "Radio Dare."

There followed a brief panic by the event's organisers, who had signed up Real Radio, a local rival to Dare, as a sponsor. Fortunately, the blue-skirted pom-pom shakers changed into England T-shirts and began strutting their stuff, to the delight of passers-by, before any feathers were ruffled.

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