Close-Up: 24 hours with ... David Hackworthy.(partner at The Red Brick Road)

 
Name: David Hackworthy 
Job: Partner, The Red Brick Road 
Professional mission: Put the Id in idea 
Personal mantra: Too much talk is barely enough 

8.30am Get to the office and discuss with Paul Hammersley where the agency will be in five years. Daunted, spend the next half-hour Googling myself to the sound of Paul suede brushing his brogues and doing other account-man things.

9.00am Get the planners together to deliberate over what the planning department should call itself ... perhaps 'serendipity management', 'the inspiration factory' or 'insight mining'. We don't decide anything, but agree it was a worthwhile use of our time.

11.00am Hardy debate with a client on brand architecture. We challenge the Brand Onion approach, suggesting perhaps a Brand Pyramid, Brand Identity Prism or Brand Sandwich as a more compelling structure. That really clears things up.

12.30pm Lunch with Frank to teach him a thing or two about how great creative work gets made. He schools me on some media infinite channel planning insights he thinks might create a tipping point for one of our clients. That's Frank.

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