At this afternoon's agency meeting we announced a brand new award scheme – just what the world needs. Except this one is really worthwhile. It's the W+K Dude of The Month award, for services above and beyond the call and it comes with a lovely jacket that belongs to the winner for the entire month. The jacket is subtly embroidered with a 'Dude of the month' crest, a latin motto…

…and special unisex 'He gets it / she gets it' lining.

It's not just a technicolour dreamcoat, it's a wearable work of art. The Dude gets an extra day off work and they can get a further extra day off work if they wear the jacket all month. Inaugural winner of this great honour, in a kind of 'lifetime achievement' sense, was white-socked IT legend Gav Debeer. The announcement was greeted by a rousing ovation for Gav, without whom the agency would have fallen to bits long ago. Dude, we salute you!

'I'm so going to wear this jacket every day for the next month!'