Close-Up: 24 hours with ... David Hackworthy

Name: David Hackworthy
Job: Partner, The Red Brick Road
Professional mission: Put the Id in idea
Personal mantra: Too much talk is barely enough

6.30am Leap out of bed, lift weights, practice Pilates, Ashtanga. Noodle with my avatars, upload vids, download tunes, then off for some jogging, dogging and blogging.

8.30am Get to the office and discuss with Paul Hammersley where the agency will be in five years. Daunted, spend the next half-hour Googling myself to the sound of Paul suede brushing his brogues and doing other account-man things.

9.00am Get the planners together to deliberate over what the planning department should call itself ... perhaps "serendipity management", "the inspiration factory" or "insight mining". We don't decide anything, but agree it was a worthwhile use of our time.

11.00am Hardy debate with a client on brand architecture. We challenge the Brand Onion approach, suggesting perhaps a Brand Pyramid, Brand Identity Prism or Brand Sandwich as a more compelling structure. That really clears things up.

12.30pm Lunch with Frank to teach him a thing or two about how great creative work gets made. He schools me on some media infinite channel planning insights he thinks might create a tipping point for one of our clients. That's Frank.

2.00pm Visit the creative department to workshop a brand positioning issue. I propose a one-word equity approach and throw up words such as "freedom" and "empowerment". Unfortunately, the only word that appeals to them is "bollocks".

3.00pm Review some new scripts. They're great, but I question whether they truly represent the big idea, or just the idea behind the idea, or perhaps even the idea in front of the idea behind the idea.

4.00pm Start on a new initiative with our director of co-created media neutral customer engagement amplification planning. We come up with a scintillating "brand oven" module for baking ideas to their full potential.

6.00pm Skip out early to meet some of my wife's fashion friends. I ask the friendliest one what she does for a living. It turns out that she is a big idea hunter. Sensing common ground, I ask what her last big idea was. She replies drolly: "Coloured flip-flops." Cool.

11.00pm Get home after a long dinner and my wife asks what I did today. "Talk shit," I reply. "That figures," she says. Lights out.


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