INside Performance Marketing

INside - Network's Mythical Extravaganza

Mythical creatures, a dwarf king, contortionists and a huge dragon-shaped ice sculpture all formed part of Affiliate Window’s annual black tie event on Thursday night.

Hundreds of professionals, consisting of the affiliate network’s guests, clients, advertisers and staff, attended the ‘Mythica’ extravaganza which took place at The Brewery in London.

As well-dressed guests rocked up at the prestigious and historic, Grade II listed venue, they were greeted by a large smoke-breathing dragon, complete with dragon eggs and semi-clad guards. An array of other kooky looking and eccentric characters were also present.

Despite being urged to step closer to the legendary creature, few dared – and the weird and wonderful did not stop there. Once inside with the pink bubbles flowing, networking was rife as guests meandered through dragon bone scattered floors to view several wacky performance areas.

From Networking to Twerking

Attendee and managing director at PerformanceIN, Sarah Parsonage, said: “Having attended since 2010 this was by far one of the best – not just because of the great theme, level of detail and huge amount of effort that went into it, but because of the quality of the conversations I had and the networking opportunities the night presented.”

From the tongue piercing sword swallower to the old-fashioned carpentry display, snake charmer, and a very flexible woman, there were plenty of sights to behold.

Once upstairs in the timber-roofed and ivy-draped dining area, guests got stuck into a candelabra-lit feast of antipasti and beef and watermelon salad for a starter, followed by lamb rump with beetroot fondant and potato galette, followed by lemon cheese cake with poached grapes, port gel, celery sorbet and dried dates.

In-between courses guests were treated to a variety of entertainment which included dancing and singing from mythical-looking folk. There were also several entertaining audience participation moments including an interesting dance from Vouchercloud’s Mark Andres (was that Twerking with a snake?). Google’s Richard Hartigan also proved a good sport.

Following the meal attendees returned back to the mythical lair they first entered to enjoy the rest of the evening – with help from a giant dragon ice sculpture, which doubled up as a drinking vessel, a massage area and a bucking bronco.

Time to Celebrate 

Managing director of Affiliate Window, Mark Walters, said: “Our main annual event aims to dazzle and amaze all of our guests so they can be entertained and mingle with like-minded individuals, while celebrating in the success they have created. 

“Do I think we achieved that again this year? Well, judging by the number who already want to attend next year and the feedback given on the night, I can only say yes. The great thing about black tie as a format, is it’s a great leveller...everybody looks equally fantastic.”

Attendees hailed from the likes of Savoo, the IAB, Ve Interactive, TopCashback, Quidco, Lastminute, LivingSocial, Urban Outfitters, PerformanceIN, O2, GDM Digital, Criteo and EE.

Thanks to donations from guests during the event, Mythica raised nearly £1,500 for The Encephalitis Society.

 

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Pippa Chambers

Pippa Chambers

Freelance News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

Please email me at pippa.chambers@performancein.com and follow me @PippaC1

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