A Mixer for Troubled Times

A recession brings ad people closer to their bartenders. But rarely do they actually become bartenders themselves.

Mutual Funds is changing that. The magazine held a raucous “Battle of the Agency Bartenders” last Tuesday night at Gaslight, a trendy lounge in New York’s meat-packing district. Invited were Bozell, Mind share, Media edge:cia and MTG—four of the magazine’s “most consistently performing agencies,” says Dan Goldemen, Eastern ad director for Mutual Funds, who cooked up the idea.

Two staffers from each shop volunteered (or were volun teered, perhaps) to tend as quick a bar as possible—mixing kamikaze shots, margaritas (with one person blind folded) and Long Island iced teas (with both people using only one hand). When the hollering and kibitzing died down (and with the bar much soggier than before), Jill Blackford and Alan Rush of Mediaedge stood tall as champions over Bozell’s Beth Freedman and Anthony Arena, Mindshare’s Nancy Starring and Mary Twohig and MTG’s Amy Stettler and Elizabeth Gill.

It’s all a blur for Blackford, who believes she probably poured hundreds of drinks and says she definitely missed her true calling. “I have to be a full-time bartender now,” she jokes.

As a prize, Mutual Funds is organizing three catered parties and a “Massage Mania” event for Mediaedge. Thanks to tips given by attendees through out the evening, which the magazine matched, the event also raised $2,000 for the Twin Towers Fund.