Channel 4 spooked agencies and clients at its 25th birthday party with a show from magician Derren Brown, who involved Tom Blazer from PHD and OMD's Emma Webster in his tricks.
Also entering into the spirit of audience participation was Channel 4's sales director Andy Barnes, who had been sent a tape by Brown earlier in the week, under strict instructions not to listen to the recording until the night of the show.
The tape - which didn't leave Barnes' office all week - accurately predicted that day's news in The Guardian - from page 25, in honour of the broadcaster's birthday.
Barnes confessed to Brown that he had "no idea" how the trick was done, to which the magician replied: "Andy, if you think it is magic, it is magic."
Meanwhile, the UK'S number two ice-skating pair - Phillipa Towler-Green and Phillip Poole - entertained guests at the Microsoft Digital Advertising Solutions Break the Ice event, performing three sets on the Somerset House rink. However, disaster struck when the 1,200 media types attempted to match the professionals' Olympic standard.
Jon Simmons, account executive from MindShare, fell over and cut his chin open so that there was "blood everywhere".
So did Simmons let the injury spoil his evening? Not a bit of it - he returned from hospital having had stitches to dance until 1.30am. N(ice) work.
'LITTLE BRITS' DO A GREAT GOOD TURN FOR CHARITY
Here are MPG managing partners Marc Mendoza and Mark Craze as you have (probably) never seen them before - as Andy and Lou from Little Britain.
Obviously, the get-up was not for any old night down the pub - no, the grey socks and purple tracksuit came out in aid of the agency's "I Want That One!" charity auction at The Comedy Store, where comedian Al Murray was the headline act.
Mendoza, who has just undergone an operation on a torn hamstring, could have remained in a wheelchair all evening in his role of Andy.
However, he bravely struggled to the stage on crutches to auction off 60 lots, persuading the tough media crowd to part with a record £220,000 of their hard-earned money, all donated to the Pepper Foundation.
Dressing up obviously brings out the best in Mendoza - with such an impressive return on investment as Andy, perhaps the outfit could come out for client meetings too?
AGENCIES GIVEN FOOD FOR THOUGHT BY DISCOVERY
The way to TV buyers' hearts is through their stomachs - as proved by the Discovery Channel, which has been currying favour with agencies by delivering "great-tasting Indian food" to their doorsteps.
Discovery's Indian giveaway was a promotion for the channel's flagship programme Chop Shop - the curries were delivered in the Chop Shop eco-car, powered by filtered cooking oil and designed by programme stars Bernie and Leepu.
MediaCom's Ben Halpin, one of the many TV buyers who came down for seconds, said that Discovery's approach to marketing was "certainly different".
Speaking between mouthfuls, he added: "In terms of engagement, this was certainly one of the more successful approaches that we've seen down here this year."
VIRGIN RADIO TEAM SETS HIGH STANDARD IN FINAL
It's official: Virgin Radio are media's new darts champions, after beating the Evening Standard in the final of the first-ever Nuts Darts Open.
The Virgin team, comprising Paul Carolan and Alan Oliver, beat the Standard's Steve McKenlay and James Olley, who may have caused tension at Associated Newspapers by knocking out sister publication London Lite in the first round.
Also knocked out in the first round were Nuts girls Lindsey and Kitty, pictured below with event host George Noble, the world's number two darts referee.
However, the Nuts girls still outperformed thelondonpaper, who failed to turn up despite entering two teams of sports and showbiz journalists. As the Standard and London Lite hacks were quick to point out, thelondonpaper was probably "running scared".
TIME BANDIT - PATRICK FALCONER, Managing director, Northern Ireland, Middle East and Africa, New York Times group (including International Herald Tribune)
50% - Communicating with clients and agency contacts, presenting ideas and working on proposals. This is a real mixture of face to face and telephone - talking to someone often gets the best results. E-mail is for relaying information only - opinion can be misconstrued leading to endless e-mail ping-pong.
20% - Commuting from Winchester to Docklands reading the International Herald Tribune (know your product) and making a start on answering a mountain of e-mails. Once at my desk, I log onto IHT.com and NYTimes.com to see what's going on in the world, checking out whether there are any new entries on our Globespotters blog - currently sponsored by one of my clients. In the evening, it's more of the same: catching up on e-mail on the dreaded BlackBerry and reading.
20% - T: the International Herald Tribune style magazine is the big project at the moment and we are all spending a considerable amount of time on the launch issue - watch this space.
10% - Talking to my team here in London and around the world - Asia in the morning and The New York Times in the afternoon. Most of our business relies on decisions from several markets, so communicating and sharing ideas is paramount. I am lucky to have the worldwide events and a circulation team in London, who are key to building integrated proposals - engagement is everything.