Close-Up: 24 hours with ... Guy Phillipson, Internet Advertising Bureau

Name: Guy Phillipson
Job: Chief executive, Internet Advertising Bureau
Professional mission: Help advertisers find the best role for online
advertising to engage consumers and build their brands
Personal mantra: Fair words butter no parsnips

6.10am Mobile phone alarm goes off. I reset it for 7.10am, put Radio Five Live on and snooze for an hour. Great piece about the film Snakes on a Plane and how online activity has had a massive influence on the content of the film.

7.10am Exercises, get dressed - purple socks-and-tie combo.

7.40am Breakfast with mother (live with her three days a week).

8.20am My friends at Starbucks give me a free cappuccino.

8.30am Get to work. Start e-mailing and taking phone calls.

10.00am Discuss the Snakes on a Plane phenomenon with our web editor, Ben. Turns out he posted a self-penned article about it three days ago (on the ball or what?)

10.40am Mix grapefruit squash and have meeting with our events and PR guru Amy about the running order for tonight's summer debate - we're asking: "Is the internet the future of advertising?"

11.00am Catch up with my PA, Leah.

11.45am Wife Rebecca calls from Oxford. We've had a quote for our loft conversion. A mere £32,000, £3,000 less than I expected.

12.00pm Leah thrusts map in my hand. I walk across Covent Garden to Thai restaurant for lunch with the GlaxoSmithKline head of digital marketing, Katie Bell.

2.15pm Walk back to office. Marvel at bloke on eight-foot high unicycle in Covent Garden.

2.25pm Amy tells me that 150 people have registered for the debate (capacity is 100, so we start to panic).

3.00pm Meet with Kieron (head of marketing) and Emily (programmes manager) to select fresh creative for our Rich Media Roadshow. It's a CD-Rom of the best online creative.

6.00pm Walk to Soho Hotel to chair the IAB summer of debates. Turns out people think the internet IS the future of advertising (I won't mention the bias of the audience!)

8.00pm Stay for party. Drink wine until 11.30pm. Rest of IAB team stay to get "merry".

11.40pm Catch number 19 bus from Shaftesbury Avenue. Reply to 25 e-mails on BlackBerry.

12.00pm Arrive home. Make tea. Watch tennis highlights on Eurosport. Fall asleep in chair. Go to bed at 2.15am. Set alarm for 6.30am. Look forward to lie-in.

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