Close-Up: 24 Hours with ... James Kydd, Virgin Mobile

Name: James Kydd

Job: Brand director, Virgin Mobile

Professional mission: To make Virgin Mobile really, really successful

and to do it in a human, not a corporate, way

Professional mantra: If you think it's right, then do it

7.00am The routine part of the day, culminating in a walk to the Tube, arriving at Leicester Square, vaguely awake, two hours later. 9.00am Read the papers, e-mails, chat with the department about The X-Factor and other weekend highlights. By ten, I'm awake and in tune with youth culture.

10.10am A succession of phone calls about a new product . As ever (almost) Graeme Hutchinson, our sales and marketing director, and I reach agreement.

11.00am The first meeting of the day, viewing the final cut of a new "bundles" ad. The Missy Elliott ones go on air today and this one will freshen up the campaign before Christmas. Alison Pye, the head of consumer communications, stares at me, inciting me not to change anything - I don't.

11.45am Al, Mike (advertising manager), Roggy (head of sponsorship) and I discuss the break bumpers for Natural Born Racers, a brand-funded programme that follows young motorbike racers in the Virgin Mobile Yamaha R6 Cup. Urinals vs supermarket trolleys; urinals win, providing five is happy.

12.40pm Impromptu meeting with Nike's head of brand planning.

1.10pm Nip out for chilli and rice from the local sandwich shop.

1.40pm Quick catch-up with Howard Handler, the chief marketing officer at Virgin Mobile USA, who wanted to feed my distrust of George W and ask for some samples of our insurance leaflet, which is encased in a condom pack - well, how else can you make an insurance product come alive in a phone box?

2.30pm The one "proper" meeting of the day, involving eight people, a meeting room and an agenda. The subject is another new product.

4.30pm Write two charts for a presentation next week in South Africa. Five brand/marketing directors are going out to advise local charities, picked by Virgin Unite, Virgin's new charitable foundation. It's an amazing organisation led by an amazing woman, Jean Oelwang.

5.00pm More e-mail duty and a bit of staring out of the window.

6.30pm IPA Effectiveness Awards. We won two golds, so unusually stayed beyond the end of the presentation. Got quite pissed and have no idea what time I got home.

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