We did this via an email 'accidently' sent from Toby’s PA to Colenso BBDO's Steve Cochran instead of DDB's own Steve Kane, which talks of getting to the graduation and hiring the best teams, first.

With the help of Cochran this email was then sent all staff to Colenso and then it quickly made its way around the industry and ended up with the local ad media.

The email was a hit. At no cost we saw it spread through the agencies and onward to local media. They ran with the story, giving the graduation even more publicity, and still at no expense. In turn, the night was a huge success. A majority of the ECDs turned up and we had a record attendance overall. Some graduating teams were offered jobs there on the night. And in less than a week after the show, 75% of students had been given jobs or placements.

All thanks to a little email that was ‘accidentally’ sent to the wrong address.