By Joe Mortimer
Marylyn Monroe among celebrities set to take part in the Excellence in Energy Awards.
Reflex Events director Eileen Michael has promised a no-nonsense approach to this year's Excellence in Energy Awards, to maximise the amount of time available for networking at the "razzmatazz" industry ceremony.
The event, known in the energy sector as the ‘Oil Oscars', has been especially designed to maximise the amount of time available for networking, while maintaining the sense of being a glitzy show-business party.
"Because awards ceremonies are often so long winded, the chance to network disappears as the VIPs leave because they have been sat down for too long," said Michael.
"At the Oil Oscars, the ceremony will begin and get straight into the awards, with no speeches and no messing about. The ceremony will be kept to half an hour and then you have a networking opportunity while the entertainment is playing."
The "entertainment" will consist of a Rat Pack cover band - musicians impersonating1050s legends Frank Sinatra, Dean Martin and Sammy Davis Jr. - who are being flown in from New York for the occasion.
Some 600 people are expected to attend the event, which is taking place at the Jumeirah Beach Hotel on March 6.
Guests will arrive to a red carpet welcome, with a team of paparazzi on hand to conduct mock interviews; an Oscars-announcer; a Marylyn Monroe look-alike and a troupe of ‘human-Oscars'.
"We wanted to step it up this year and give it more," Michael added.
Reflex Events is also responsible for organising the Oil Baron's Ball, which attracts some 2000 members of the crème de la crème of energy industry celebrities every year.