DIARY: Esquire has lead role in About A Boy thanks to some brotherly love

About A Boy may well be Hugh Grant's best film for years, but it was the performance of the magazines in the movie that had publishers on the edge of their seats after Sunday's premiere.

Emap was confident of getting top billing on screen after rushing a selection of mags over to fill the background shot in a newsagent scene. However, a sublime piece of nepotism from Esquire's editor, Peter Howarth, ensured his title won in the product placement stakes. Howarth's brother, Ben, was an assistant director on the film and was able to smuggle the Brad Pitt cover of Esquire into Hugh's hands.

Howarth got the mag on film, but nobody worked the premiere, held in aid of the autism charity, Tree House, better than Clemmow Hornby Inge.

Johnny Hornby's agency brought 50 actual or "potential

clients to the premier.

We only hope there weren't any hacks from The Mail on Sunday on hand - last weekend it revealed the blindingly insightful strategic advice Peter Mandelson gave the agency for the Typhoo campaign. "He suggested we think about who we were targeting,

Johnny quoted. Brilliant advice there.

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