Close-Up: My Life in Advertising ... Garry Lace, Beta

Name: Garry Lace

Job: Founding partner, Beta

- The reason I got into advertising was ...

British Airways' "face" ad. Saatchi & Saatchi at its very best, which made me set my heart on being a graduate trainee there. Applied to 17 agencies and only got one interview. Luckily, it was in Charlotte Street.

- The campaign I'm most proud of working on is ...

PlayStation "double life". The moment I truly realised the value of having a great director. The script we sold was good. The film Frank Budgen made changed an entire category.

- And the campaign I pretend I wasn't responsible for is ...

The ones Johnny (Hornby) used to do when we were at TBWA together.

- My favourite campaign created by someone else is ...

Puma's "after-hours athlete" deserves to win everything this year. Fantastic insight, brilliantly executed. Dave Droga's team are on fire.

- The best moment of my career so far was ...

Exposing myself to Nick Hurrell during an account-saving conversation that he had to have with a client.

- While the most embarrassing moment was ...

Nick enjoying it.

- The best celebrity I've worked with on a campaign is ...

Barbara Windsor. She's the nation's Queen (of bingo).

- The person I'd most like to work with in the industry is ...

Dylan Williams again. The brightest person I've ever been around in our business. At the time, I was too stupid to realise it.

- The person who's had the biggest influence on my career is ...

Whoever wrote that e-mail. They unwittingly saved me from a professional life believing my own bullshit and seeing the inside of an aeroplane more than my children growing up.

- The best piece of advice I've received during my career is ...

Never eat anything bigger than your head (Mark Wnek).

- If I wasn't working in advertising, I'd be ...

Very dull company.

- In ten years' time, I'll be ...

Watching Tom Lace opening the batting for England.


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).