INside Performance Marketing

INside Events: Affiliate Window Lights up London with Black Tie Gala

The performance marketing industry’s main players were out in force last Thursday (September 10) as Affiliate Window’s annual black tie event rolled into London for a ninth year. 

‘Illuminate’ was the theme for 2015’s gathering as The Brewery on Chiswell Street pulled its doors wide open for what promised to be a festival of light.  

In keeping with the theme, eye-catching decor, entertainers in luminous outfits and a dazzling light show were on hand to punctuate the event’s traditional format of a champagne reception followed by dinner and evening drinks. 

Last year the venue played host to the affiliate network’s ‘Curiosity Club’ - a cabaret-themed evening which gave plenty of nods to a Prohibition era America and popular HBO series Boardwalk Empire. Seeing value in a recipe for success, the dancers and now famous vodka luge were among the items to be carried over for another year. 

Upon entrance, guests were greeted with champagne and a chance to catch up with some of the publishers, advertisers, agencies and tech providers in attendance. 

Then came the call to be seated and a speech from Affiliate Window’s UK country manager, Anthony Clements, which offered a brief reflection on the network’s progress in recent years before food was served. 

First came a starter of yellow fin tuna or hay and salt-baked celeriac for vegetarians, complemented by a main of Korean lamb or tamerino tofu and finished off with a treat for all - a lychee Eton mess. Guests were then treated to coffee and a light show extravaganza to awaken the senses for a post-dinner drink and dance in a separate suite.

A funk & soul-skewed group, featuring touring members of popular UK dance act Basement Jaxx, brought the evening to a frenetic climax with a blend of old and new hits, while the free bar, photo booth, temporary tattoo parlour and that luge gave the party-goers plenty to see the night out.

Speaking after the event, Clements stressed to PerformanceIN the need to raise standards year on year. 

"This was Affiliate Window's ninth annual black tie event, and every year the pressure is on to put on a spectacular event that truly celebrates the success of our great industry,” he commented 

“I think Illuminate 2015 successfully achieved that this year.”

Clements is entering a second year at the centre of the network’s British operation - a position which made him the prime candidate to follow in the footsteps of last year’s pre-dinner speaker, zanox CEO Mark Walters, by greeting the crowd. 

In words of praise for attendees, Clements added: "It's fantastic to bring all our clients, publishers, agencies and key suppliers together in wonderful surroundings to mix business, with a lot of fun.

“I'd like to thank all those who attended for supporting the event, and I look forward to seeing everyone again next year."

Richard Towey

Richard Towey

Richard serves as head of content at PerformanceIN. After many years spent covering developments from the automotive, sports, travel and finance sectors, he eventually turned his full attention to reporting on stories from the fast-evolving world of digital marketing. Richard now heads up the editorial team at PerformanceIN: the performance marketing industry's leading publication.  

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