Given I work a three minute walk from it, it’s shameful that it took me until last night to go and have a look at the Fourth Plinth, Antony Gormley’s mildly contentious living art project in Trafalgar Square.

Given my new sister-in-law was up there in her wedding dress (as this grainy and horribly overexposed iPhone clearly pic shows) I didn’t have much choice.

I had a quick look through the schedule of the week’s plinthers and those from the recent past. Conclusion: yes some people do waste their time up there, but it’s surprising that the PR world hasn’t been falling over itself to exploit the media (and social media) opportunities around One & Other.

Sure, some PR managers have successfully applied to take the ‘stage’ but given the volume of PR exercises that involve some sort of fairly costly in-the-street stunt to communicate a point, it’s strange that more PR types haven’t attempted to turn art into a commercial opportunity.

They might have little chance of success, given the volume of applicants. But surely multiple submissions from the same company would get around that?

Perhaps PRs wanted to hold off to see whether the project gained momentum. But at a time when trust in brands is very difficult to come by, art could well present some worthwhile openings for developing reputation.