Close-Up: My Life in Advertising - Daniel Bonner, Chief creative officer, AKQA

Name: Daniel Bonner

Job: Chief creative officer, AKQA

The reason I got into advertising was ... by accident. In 1997, I met a couple of chaps who wanted to do things a little differently for brands and shake things up. They had just started this company called AKQA.

The campaign I'm most proud of working on is ... Nike Run London - turned out to be a true integrated platform before its time.

And the campaign I pretend I wasn't responsible for is ... Microsoft Office '97: Small Business Edition. The title says it all.

My favourite campaign created by someone else is ... Fiat Strada "handbuilt by robots". It was 1979, I was six years old and I still vividly remember it today ... pure magic.

The best moment of my career so far is/was ... every new win - award or client. I can never get bored of that, it's the FA-Cup-final-90th-minute-winner-from-35-yards of what we do. If you can't get excited about each new win, you might as well go home for good.

While the most embarrassing moment was ... at Buckingham Palace. That's all I can say.

The best celebrity I've worked with on a campaign is ... Sir Alex Ferguson. A genuinely nice guy.

The person I'd most like to work with in the industry is ... someone who is prepared to question and break free from the routine of the advertising "noise".

The person who's had the biggest influence on my career is ... Ajaz Ahmed, the founder and chairman of AKQA. Roughly speaking: 97 parts ruthless brilliance, three parts bonkers.

The best piece of advice I've received during my career is ... from a mildly frustrated client whose feedback on our big idea began with "f*** the consumer!" It was by far the best advice not because it was in any way useful, but because this has to be one of the best comedy outburst moments from a marketing professional. Ever.

If I wasn't working in advertising, I'd be ... dreaming of racing motorcycles.

In ten years' time, I'll be ... dreaming of racing motorcycles.

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