The Sentinel Business Awards 2008 - business as usual? Not quite

It's amazing, if completely unsurprising, how the state of the economy can impact on a celebration. Take for example The Sentinel Business Awards.

I've been to finale of The Sentinel Business Awards for eight years now, and reckon last night's bash was among the most sober events I've ever seen.

But given the fact that the country is in the grips of a recession which apparently has plunged the world into its lowest economic position for 60 years, I suspect that most firms would not want to go overboard.

Like most awards ceremonies like this, the bash celebrates the cream of the crop of companies in North Staffordshire and South Cheshire, with categories recognised the best in business, including small firms, large firms, specialists in communication, investment in people and the like. (You should be able to pick up the results from the following link)

But the common staples of excess that I've seen in previous years seemed in short supply. Bob Warman appeared to have been cut back by the credit crunch. In previous years he has joked for 10 minutes with a series of gags about business.

This year we were treated to one joke about the economy and Jacqui Smith's husband and his prediliction for porn on expenses.

That said, some things stay the same. For example, the range of companies that now come forward to take part in the awards, ranging from traditional ceramics, engineering firms and distribution companies, right down to viral marketers and makers of Posh Tarts (that is, upper-class pastries).

The other constant was the bizarre choice of music to accompany the awards.

For example, the lyrics of Christina Aguilera's Candyman accompanied one award. For those that don't know, they read like this:

He's a one stop, gotcha hot, making all the panties drop
Sweet sugar candyman
He's a one stop, got me hot, making my ugh pop
Sweet sugar candyman
He's a one stop, get it while it's hot, baby don't stop
Sweet sugar

Other awards had tunes such as Unbelievable by EMF and Umbrella by Rihanna. Catchy songs, I admit, but I'm not sure they tie in fully with the best in business.

After all, why not use a classical theme, or simply rip of Montagues and Capulets from Romeo and Juliet by Prokofiev - the one that's used at the start of The Apprentice.

Of course, the test will really be in the cash put over the bar.

In previous years, you could guarantee that the winners might not be in work on time, or might be nursing a sore head.

But in previous years I've seen people still quaffing champagne at 6am - this year I would be surprised if everyone wasn't tucked up in bed by 1am.