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Diary: IPA prefers tea-and-cake approach to raise cash

While the British public were shaving their heads, soaking in baths of baked beans, and running marathons dressed as bears, the ad industry decided to take a much more sedate approach to fundraising for last week's Children in Need.

Instead of opting for ritual humiliation, the staff at the IPA decided they'd rely on their baking skills and a spot of light fancy dress to scrape together the pennies.

Armed with a tea-trolley filled with homemade cakes, flapjacks and Malteser Melts, the IPA's qualifications assistants, Kate Bromage and Sarah Shortt, donned aprons, rollers and slippers to wheel out the treats for IPA staff and the ravenous hoards shelled out more than £100 for their delicacies.

The donation contributed to Terry Wogan's bucket, which was spilling over with cash this year. The final sum raised for the charity was £19,089,771. Got a diary story? E-mail us at campaign@haymarket.com or call (020) 8267 4656.

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