Bernard’s watch. By @cocoabutler_

Matt Butler

By Matt Butler


Bernard’s watch.

I think it’s safe to say that this week has been my toughest week so far. I’ve felt my patience stretched thin, my eyeballs stretched thin and my “free time” next to non-existent. Most nights I’ve rushed home, scrabbled to shove some food in my face and then start the night’s tasks. Now by the time I actually finish scoffing it’s around 2030. And seeing as it’s sensible for me to wake up at 0630, I know I should probably be in bed by 2300. So, two and half hours…that’s a fair enough time to get things done right? Oh Hell nah! In our masterclass on time management with Diana Jervis Reed, she reminded us things always take longer than you think they will. And boy was she right!

So, with that, I started to think about how I could get around this, which led me to a few key words that have been floating around this week: ‘inner child’ and ‘ITV’. Which, in my mind equates to the TV show ‘Bernard’s Watch’. From what I remember, Bernard was the type of hood rat your Mumzie told you not to play with. He was feared. He’d stop time, rob your Nan for her penny sweets and hide the wrapper in her wig for good measure. Big boy Bernie was feared. And why? Bernie had power. Bernie controlled time.

So after looking at all of the Um Bongo stained letters I sent to the show between the golden era of 1998-2002; requesting a ‘shiny Bernard’s watch or else’, I’ve come to the startling conclusion that I will never be like Bernard. I will never be able to stop time.

But can I control it? Since Diana’s masterclass, my time management has improved and I’ve found it easier to prioritise. But I’m still learning. What I’m currently struggling with, is finding the time to perform very in-depth research, whilst creating highly considered big ideas in the space of two or three days, whilst finding the time to do the things that I enjoy outside of advertising that make me different and interesting.

One thing hit me yesterday whilst watching the ‘Brainwashed’ Credits brief submissions: sometimes it’s best to do it simply and do it well in order to free yourself to do it all.

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