I haven’t seen a single second of it.

Not a clip. Not a pic. Not a quote.

This year’s X Factor is a complete mystery to me. Who are these ‘twins’ people speak of with such derision? And how can I generate a Facebook campaign with even half as many signatures on it as their I bet I can find a million people who hate the twins group? Some of us can only dream of such exposure.

It’s not that I took some high-minded decision not to partake in the shiny ITV1 shenanigans. I think watercooler telly is not only the most transatlantic of phrases I could have made up there, it’s one of the saving graces of modern life. Something we can share with strangers.

It’s just that, well… when am I ever going to be in the mood to watch a programme that is as much about toe-curling car-crash talentlessness as it is about soulless slickibility. (Yeah, chew on that, automatic spellchecker.) I mean, I have enough of all this at home.

One of the key daft things about working at Momo is the split personality it requires. Yes, it keeps me entertained, swapping hats as I do, but it begs the question: When am I going to knuckle down with something and start to get properly any chuffing good at it?

I’ve spent today generating big sheets of layout paper with numbers scribbled all over them. Next week, Julian and I are in the Middle East, trying to convince a significant client that we do in fact know our seating facilities from our articulation in the arm – and for this we obviously need to demonstrate fairly clearly that we know what we’re talking about.

Now, you might say that given my preponderance of coping with too much to do by winging things shamelessly, this is an uncomfortable state of affairs for my company’s creative director to find himself in.

But, while I’m putting together a strategy and a budget for something that will take a year for us to deliver to a growing international business, I’m also trying to release a record.

If nothing else, this presents a significant challenge to choice of haircut.

I mean, two more different markets I could not be trying to serve. And there is only so far the idea of ‘idiosyncratic’ will get you before you luck out, suddenly very obviously dressed for the wrong context.

Thing is, big break for Momo:typo as this gig would be, I do feel happy that we can help the client. We’ve done some great work for them before and we’ve got some great people involved, ready to jump all over it. I’m mainly just, kind of, excited. Sure – I’ll need to wear a tie when operating this side of the business. This side of the business is often talking in board rooms and sensible grown up places.

But, y’know, I rarely wear a tie to these places. I prefer to be conspicuously human in formal environments – so long as I look like I know what I’m doing there in the first place. The human bit is, in fact, the whole point of my work. And these days, I’m more likely to put on a tie to go talk to some musos – a nice, trendy slim one. I think I did, in fact, recently.

It was a meeting about our little bit of conspicuously shiny ITV-type work, going out in time for Christmas.

Olu and Lou are seasoned musos, each having been signed to majors at some point in their careers and each knowing a thing or two about being very cool very naturally. I’m not sure whether they noticed and appreciated my nice trendy thin tie or not, when we met the first time to discuss Thinking Juice’s little advert for the telly. I’m sure they did.

As amusing as the paying demands of advertising are, it’s still hard not to feel something uncomfortably approaching serious pride in some bits of work you get to contribute to in this business. Silly does not always equal ridiculous. At least, not when you receive the cheque.

Squeezing into their roof-top studio with three brass players, or hearing the session cut of the strings part in the mix for the first time, I feel as comfortable with the work we’re turning out here as I do anything grown-up enough to dress open-necked in the boardroom.

It’s all a bit of a weird cross-over, I’ll grant you. But I’m oddly comfortable with Momo’s split personalty as I prepare for the Autumn shift.

Don’t ask me what it is, but something tells me it’s too soon to cut my hair.

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