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Name: Richard Madden Job: Planning director, Kitcatt Nohr Alexander Shaw Professional mission: Make the complex simple Personal mantra: What would Columbo do?
8.10am Download a deck produced overnight by our data analysis team in Singapore. Feel irrationally guilty that someone has done a day's work while I'm still in my PJs.
8.12am Attempt to compensate for guilt by sending flurry of unnecessary e-mails. While still in my PJs.
9.50am Arrive at work. Make another pot of coffee. Waitrose own-label Fairtrade this time. Wonder why my hands shake so much.
10.00am Attempt to brief Paul Kitcatt on a John Lewis campaign. He disagrees with my use of a William Morris quotation in the support section. We argue for a pleasant half hour or so. Then I go away to rewrite the brief.
11.00am Another planner pulls me into a Britannia meeting. Confusion reigns. I remember why two planners on an account is one too many.
12.30pm To Soho for lunch with ...