Feature

Diary: On the QT ..

Forget the usual ways of helping out charities and other good causes - running the marathon or dressing up for Comic Relief just won't cut it anymore.

Last week, Tom George, the chief executive of Mediaedge:cia, showed us all the way forward by building a hedgehog house. As part of the "MEC in Action" initiative, 200 of its staff spent a day in farms, schools and nature reserves across London. MEC is now calling on other agencies to do their bit for the capital's community. While George devoted his day to building protection for the endangered hedgehog population of London, the MEC managing director, Steve Hatch, helped restore Southwark's City Farm and the deputy managing director, Alex Altman, planted 81 metres of hedgerow in Bermondsey ...

Avid X Factor fans could be in for a treat soon, as Gemma Knox, a freelance account manager at Karmarama, is one step away from getting an audition for the show. Ever keen to support staff in extra-curricular activities, the agency recently staged a no-expense-spared X Factor night in her honour. The judges, including Sid McGrath as Simon Cowell, helped Knox to whittle her four favourite songs down to one, but you'll have to wait until the show airs to find out which made the cut ...

Having forked out £1,000 at the Nabs Big Bash for a copy of the Campaign Hall of Fame signed by all 30 of its surviving members, Lyndy Payne still isn't satisfied. The AAR founder and doyenne of the pitch consultants is now planning to approach each one to ask for a personalised autograph: "I know them all, you see." ...

Although T-Mobile's latest event was impressive in scale, Diary can't help but wonder how many of the 13,000 people were there for their love of the brand rather than a rampant desire for five minutes of fame. Members of the audience were seen huddled around the cameras as they made their way through the crowds, desperate to get their faces in shot.

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