Mumbrella published the following on April Fools Day:
Mumbrella is to launch a sister recruitment agency dedicated to headhunting advertising creatives.
The agency will not be branded as Mumbrella, although it is likely that those affected within the industry will understand the unstated signifiance of the link.
Mumbrella special projects director Olaf Proli said: “There will be absolutely no conflict of interest.
“If in the future we decide to publish a chart of who the hottest creatives and agencies are, there will of course be no link between how much the agencies spend with us, and where they appear in the chart.
“Similarly, there will of course be no special editorial treatment for agencies that use our services. And we certainly won’t stop negative comments from appearing about those we do the most business with.
“That would be an utterly unacceptable way for any respectable advertising website to behave.
“Of course, even if we do none of those things, the perception would certainly do our business no harm.”