ZenithOptimedia's La Rentree party is fast becoming the annual fixture on the media calendar to mark the return to work and the official start of the "new term".
Last night's event was the usual jolly affair, but did provide a few pointers to the new age of austerity that is being forced on the media industry by the credit crunch.
The main clue was the surprising number of people in attendance wearing ties, especially individuals not traditionally noted for their enthusiasm for the traditional neckwear of business. It seems a period of economic uncertainty is persuading some to don their ties again in an attempt to persuade clients that there's definitely no frivolity in their agency and that they are definitely concentrating on business - although the standard line trotted out by many was that "they've always worn a tie".
Hosts Gerry Boyle and Derek Morris were chief amongst the sartorial fashionistas forsaking the open-necked look, though Derek put his new look to good use later in the evening by acting as a "bouncer" to escort stragglers off the premises once the booze had run out. Associated's Guy Zitter usually wears a tie, as does Starcom's Stewart Easterbrook. News International's Dominic Carter, still basking in the glory of his recent Matrix-style profile photo shoot in Media Week, was in the "I've always worn a tie" club.
Facebook's Blake Chandlee maintained his new-media cool and remained tie-less. As did Yahoo's Mark Rabe. We really will know the economy's in trouble when the digital crowd makes the transition. And outgoing GCap sales chief Simon Daglish definitely won the prize for the loudest shirt of the night - for the umpteenth year running.
HMD&G's Greg Grimmer explained how he had done the right thing and retrieved a tie from his collection of 200 gathering dust at the back of his wardrobe for a recent meeting, only to turn up and find the clients all casually tie-less.
Sometimes you just can't win either way...
