So the DMA Summer lunch won't be happening this year. That doesn’t mean we should all hang up our Martini glasses and give up one of the most important and, let’s be honest, one of the most pleasurable aspects of our work: networking.

Having just got back from a fabulous day with clients at Ascot – with the hangover from hell – I can honestly say that this is the best part of the job for me. It's what keeps me going.

The chance to socialise in a non-pressurised environment with some really fantastic people and to do business on the clink of a glass is far better than Twittering or Facebooking by any standard. And those of you that think this is the new way to network, think again. We have just banned Facebook and Twitter and every other social site between the hours of 9 and 5 – get off your backside is what I say. Enjoy the weather and go meet with real people!

Seriously, this is in fact an important part of the job for most of us. Given the business challenges most of face at the moment, we need to take every opportunity to build relationships with everyone from suppliers to prospects. Networking at its best provides all of us with opportunities that otherwise would be lost to us.

Frankly, I’m a bit relieved about the DMA cancelling the annual summer lunch. It means I don't have to buy a new summer suit for a change, and I won't have to sit through another meaningless speech and witness a lot of back-patting. The thing I will miss is the fun we all have when we escape the heat of the Royal Opera House and leg it over to Chez Gerard in Covent Garden – which, let’s face it, is where the real fun begins.

We don’t need an official lunch to do this but we do need to take every chance we can to get out to see and be seen. So whilst the DMA was a date to record in your diary, we don't need it! Maybe we could all just meet up at Chez and have a party without the boring expensive lunch. Any takers?