Well, every day is different. Some days I have to speak to clients for hours and hours, showing the ideas and convincing them that our ideas are the best for their companies. And others I have to research and look for new ideas and I spend a lot of my time on that. Well, we must deal with all the viewing and readership figures. We design our own surveys to find out what a cross-section of people thinks. We don't just look at what people think, but because what really counts is: What sells the goods? The simple fact is that if we don't show a rise in sales we lose a customer.

The part that I like the most is creativity. It's funny really. I obtain my ideas in the most peculiar places. The best idea I ever got was one time when I was taking a shower. I jumped out and wrote it down immediately. We also do what we call brainstorming. That is: pooling and sharing our ideas. And we get the best ideas this way. That is effective teamwork. I mean, alright, we depend on everybody being creative, and this often happens best when you're alone. But without a good team, no campaign has a hope in hell of succeeding. A good agency is, in fact, a team of individuals who work well alone, but also together.

Hmmm, the drawbacks. Now, the biggest drawback of my work is that you stand or fall by your results. If you can't think of new ideas, or you make an expensive mistake then you get fired. And you're out of a job. That's always worrying, I can tell you.