Close-Up: 24 hours with ... Tiger Savage, M&C Saatchi

Name: Tiger Savage
Job: Deputy creative director and head of art, M&C Saatchi
Professional mission: Boldly go where no man has gone before
Personal mantra: Be kind to people on the way up. You never know who
you'll meet on the way down

3.00am Wake up in a cold sweat having been attacked by sharks; can't feel my legs. Do some hand washing to calm me down.

4.00am Twelve La Perla bras and matching French knickers lovingly laundered, take half a sleeping pill.

8.00am Woken by phone. "MeJulie" (nickname for my wonderful PA) tells me to get a move on as my car is on the way. Cut to scene reminiscent of opening of Four Weddings and a Funeral - ten minutes to get ready ... shit, @!*!@.

8.45am Meet with one of my favourite clients, Nigel Marson at Transport for London, to talk about the "voice of the brand" and what the glue on our new "your London" campaign is - 45 minutes to sort it out. Catch up with long-suffering partner, Mark Goodwin.

10.00am Meeting with Seachange (Nicky and Sally) to discuss packaging redesign for Lucozade brand. We've been working to make sure our Lucozade communications dovetail with the packaging.

11.30am Try to sit down with Mark to write some ads (best part of the day). Mark's the only one who understands my dry Northern wit.

12.45pm Whizz around the corner to see my friend Tim Royes' new pop promo. He could make Gillian McKeith look like a sex goddess.

2.00pm Look at some tasty photography books.

3.00pm Go through some new campaigns with Graham (Fink) we've just shot for TfL.

3.45pm Spend quality time with my typo boys Bobbie and Simon. Talk about the origins of ampersands.

4.30pm Graham wants me to look at some ads with him.

5.00pm Look at some music with Chris Palmer on our new TV ad for Emmerdale (first time we've had on- and off-air "matching luggage").

5.15pm Graham calls.

5.30pm Meeting with David Pemsel and Chaka Sobhani from ITV.

6.30pm Graham calls again.

7.00pm Gary Hume exhibition opening.

10.00pm Graham calls to chat (he's more tenacious than Carcharodon Carcharias).

12.30am Settle down to my nightly ritual of UK Gold, hoping if I laugh enough it'll send me to sleep and I won't meet any sharks tonight - Del Boy excepted.


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