Close-Up: 24 Hours with ... Robert Senior, Fallon London

Name: Robert Senior Job: Founding partner, Fallon London Professional mission: Make a difference Personal mantra: Enjoy the view

7.00am Wake up to Radio Five Live. Nicky Campbell tells me it's Thursday. That means it's the day I take my seven-year-old son, Bas, to his early-morning football practice.

7.45am We walk together and he explains his pre-match strategy. I ponder on mine.

8.00am Drop him off and run through Regent's Park to the office. Still feeling the effects of Christmas, I promise to visit the gym today.

8.45am Arrive at the office. Look at diary. Feel like John Simm in Life on Mars, for, among other things, seem to be diaried to be in two places at the same time. Cheered up by the lack of any lunchtime engagement. It's definitely going to be a healthy day. Celebrate with a banana and coffee. Peruse e-mails.

9.20am Laurence Green arrives. Briefly discuss last night's football, followed by the importance of maintaining nosebleed altitude in our daily tasks. The first of many observations in our general pursuit of self-improvement.

9.30am - 1.21pm Attend a series of internal meetings. Unlikely to suffer a nosebleed, but have tissue just in case. The last meeting over-runs by 21 minutes, probably my fault - there goes the gym.

1.21pm - 2.00pm Have a sandwich instead and attack e-mails. Observe how the medium has become a blunt instrument, constantly open to misinterpretation.

2.30pm Meet with a new-business prospect. Enjoy watching our reel again. Wonder if my enthusiasm is shared. Make a few observations about her business, which seem to chime. We'll see.

4.00pm Conference call with colleagues in Minneapolis. Observe that I still haven't really cracked the conference call thing.

5.00pm - 6.30pm Attend internal pitch review meeting. Am reminded of the power of creativity but how hard it is to win a pitch these days. An observation I keep to myself.

7.10pm Done for the day. Quite fancy a pint, but given the gym omission, opt instead to go home.

7.40pm Just catch the kids before they go to bed. My day is instantly eclipsed by Bas' post-match analysis: "I scored a goal." Another day packed full of achievements.

9.00pm Celebrate with a glass of red wine and The Guardian.

11.30pm Moment of truth: stand on scales. Observe that tomorrow is going to have to be, definitely, without doubt, a healthy day.

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