Behind the scenes with the Loeries CEO

Hi Andrew, the Loeries PR machine has been so well-oiled this year, there can't be a piece of logistical information that the industry hasn't been able to access, so as a preview to the event, we thought we'd ask you a few lighthearted questions.

Thanks for the opportunity, it's good to hear the PR machine has been well-oiled.

You are the Ad Industry Man of the Year 2008?

Ah, yes, I suppose I am...

That is impressive, but what's even more impressive is that you seem to be a previously unheard of animal - a multitasking man. What's your secret, is the Loeries a benign dictatorship or more of a democratic outfit, what's your management style?

Well, that is a difficult question, I'd have to think about it. I take a lot of interest in the detail, I'm a perfectionist, so I would have to say my management style is that if you do a fantastic perfect job, we'll get on very well. All I ask is that everything is perfect; after that you can do what you like. I have been involved with the Loeries since 2005 and it's been a process of putting together a good team, building up the enormous amount of people who make the Loeries work and that team is now relatively stable - my office, suppliers, production teams, the people who do the screen titles etc - the trick is in knowing who to have on your team.

So you'd have to be a people's person?

Well I don't know about that, I'd love to be able to say that...

So, here we are, two days before the Loeries and you're always so cool, calm and collected, time to talk on the phone, you would never say you're putting together this marathon event - how do you stay so relaxed?

Well, do you know where I am now? Just outside Trompsburg in the Karoo...

Where that?!?

Somewhere halfway between Johannesburg and Cape Town, I left Joburg at 4.30 this morning.

So you're driving down to Cape Town?! Are you driving straight through or are you going to stay over somewhere?

I'm going to stop in Beaufort West and stay over in a nice farmhouse called Lemoenfontein. It's become a ritual started in Margate, where I drive down with the statues. We have a problem managing risk; if we lose them they're irreplaceable! Last year the day before Margate I stopped at my brother's house and I got hijacked - the hijacker drove off with the statues and my dog. Luckily I have a Matrix tracking system, all hell broke loose and within 40 minutes with helicopters and high speed chase etc we got back the statues and the dog!!!

I read that the Loeries this year is a carbon neutral event and that you're planting trees. Can you tell us a bit about it?

Hetzner, our Internet host, sponsored the programme by Trees for Africa to offset our carbon footprint. We have planted 250 assorted indigenous trees in the Delft community.

How green are you personally?

I have my own vegetable and herb garden, I make my own compost using horse manure from the local stable and I recycle.

What was the last movie that you watched?

Public Enemies with Johnny Depp, fantastic.

So are you already in Beaufort West?

I actually don't know where I am, er, I'm at the Hendrik Voerwoed Dam^*.

Are you allowed to say that?

Good point, I think they've changed the name, blame my Garmin GPS.

Ok, Andrew, travel safely and look after the birds...

Thanks, I'll be in Cape Town by 2 o'clock.

^*The Hendrik Verwoed Dam has been renamed the Gariep Dam.