'Welcome to the graveyard shift,' said Dianne Thompson, rising to address the Economist marketing directors' summit, shortly before 5pm. In that respect she didn't disappoint. Well coiffed and in a dusky pink Chanelesque two-piece suit, Thompson looked the part of someone who has journeyed from Manchester Polytechnic lecturer to Camelot CEO. But her speaking skills were still back in the poly.
After a long day of listening to earnest stuff about marketing, delegates wanted something uplifting and entertaining. Instead, they got a lecture in A-level marketing, including a reminder that it was all about 'product, price, place and time'. I could almost hear the audience muttering 'Puh-lease!'.
There was the odd useful statistic - only 13% of the CEOs of the Top 100 firms have a marketing background, and the marketing director's average tenure is 18 months. More interesting were her comments on Camelot and the lottery, including her now infamous: 'You'd be lucky to win a tenner.'
'It is a product that doesn't deliver,' she bravely admitted. 'Twenty-nine million people play the lottery every week - 28 million end up losers.' To change culture, said Thompson, you have to change behaviours. Her list of required behaviours included 'passion' - clearly not her strongest suit: by the time she finished, two-thirds of the audience remained. Bad luck, Dianne - another flutter next week?
Key moment: Saturday Night Lottery is the BBC's most popular light entertainment show - seven million tune in.
Key lesson: Don't talk about passion unless you are prepared to be passionate.
Silver tongue or foot in mouth?: Foot in mouth.