This Is What I Do: Anthony Edwards, Euro RSCG London

Anthony Edwards is communications planning director at full-service agency Euro RSCG.

Anthony Edwards, communications planning director at full-service agency Euro RSCG.
Anthony Edwards, communications planning director at full-service agency Euro RSCG.

What's it like working for Euro RSCG?
I'm a new boy - I only moved from my role as head of planning at Mindshare in the summer - but so far, so good. There is an interesting mix of clients and people in the building, and there is definitely a positive vibe about the place. And free breakfast on Fridays is always a treat.

What qualifications do you need for your role?

You don't need any formal qualifications or a set level of agency experience to do what I do. Anyone with a real curiosity about the world and an understanding of how brands, consumers and popular culture interact is well-equipped for a similar position. That said, to thrive as a communications planner you need to be fluent in the languages of ideas, business and media.

How do you spend a typical day?
It's an exciting time at Euro RSCG, with plenty of plans to expand the agency's media thinking, and much of my time is spent making that happen. I am also very involved with client and new business meetings, and at least one hour a day is spent trying to find my security pass as I continue my struggle against the round-the-neck lanyard look.

What's the best thing about your job?

Being part of the creative process. There is an amazing amount of creativity at media agencies, but it is often intangible. It is extremely satisfying to be part of a full-service agency where you can see the end product of your work.

What keeps you awake at night?

Car alarms and what I hope are fireworks.

Who do you aspire to be like?

Former UN secretary general Kofi Annan. We are currently working with him on his climate change campaign and his commitment is incredible. We are looking for individuals, agencies and advertisers to help the cause by carrying the "tck" logo - on your e-mail sign-off, on your website or in your advertising. The ambition is to create the biggest advertising campaign of all time to raise awareness of the crucial UN climate change summit in Copenhagen in December.

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