Close-Up: 24 Hours with ... Matt Edwards, WCRS

Name: Matt Edwards
Job: New-business director, WCRS
Professional mission: Help to grow WCRS
Personal mantra: Simplicity is genius

6.25am Breakfast with daughter, Hannah. She likes ads, especially the balls going down the hill.

7.34am Catch train from Blackheath. Read latest iteration of Robin's Grand Unifying Theory of Advertising and How the Brain Works.

8.05am Awakened by the guard at Charing Cross.

9.00am New-business status meeting with Debbie Klein and Will Orr. Run through progress against five top targets. Review news on the Transport for London pitch. We're up against Mother, Abbott Mead Vickers BBDO and M&C Saatchi. A tough list, but our pitch is in good shape so we're in with a chance.

10.15am PR review meeting. Good coverage from our Weetabix and Churchill wins and new 118 118 campaign. The BBC chose us for its Little Shopping Horrors TV series, and we've been helping to launch a healthy smoothie to a Wigan school. We also met the producers of The Apprentice, but didn't get to help Sir Alan as they wanted to film in Saatchi & Saatchi's "blue sky room".

12.00pm Multi-agency meeting on Weetabix to discuss launch plans for the new campaign. Fun meeting, helped by a spirit of co-operation across the agencies.

2.30pm Meet with Stephen Woodford, Engine's chief executive, to talk about group opportunities. We start client conversations as Engine until we know what sort of communication they really need.

4.50pm Phone call from the AAR's Martin Jones to say we've been screened by a big retail client who wants to meet us, but that we really need to sort out our AAR reel as it is a bit dated. He has a point; it still features Robin wearing a bow-tie.

5.00pm Phone call from younger brother with news of his England World Cup song through the band The Greasy Spoons. They're booked on to BBC Five Live.

7.15pm Leaving drinks for the Stella Artois client Phil Rumbol. Good to meet up with the old Lowe team.

10.00pm Train home. Read The Daily Telegraph sports section. Wish I could write like Henry Winter.

10.45pm Home. All quiet, Hannah asleep, Liz watching House. Boot up Full Tilt Poker and donate a few dollars to a Scandinavian rooster called Eric. Only on the internet.