So it was that the business turned out in force for ITV's 50th birthday bash at the Old Truman brewery in London's Brick Lane last week.
Charles Allen, ITV's chief executive, tried to boost his charisma by having his speech written for him by Justin Sampson, his director of customer relationship marketing.
Sadly, it didn't turn out as hoped. First, he caused Jeremy Bullmore, Campaign's agony uncle and the evening's guest speaker, to raise a quizzical eyebrow by suggesting he had spent a long time in the service of LWT, rather than JWT.
Then the old Scottish parsimony surfaced, with Allen urging everyone to drink the beer provided free by Budweiser rather than ITV's Champagne.
Nobody was quite sure whether he was joking or not.
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