The A-List: 2008

Job

Creative director

Company

Poke

Work Telephone

+44 (0)20 7749 5358.

Address

Biscuit Building, 10 Redchurch Street, London, E2 7DD

Fantasy business partner

John Holmes.

Greatest influence

Blind science led by the over-enthusiastic.

Clubs

Shoreditch House.

Favourite gadget

Bottle opener.

Desert island objects

A boat, outboard motor and petrol. I'm too impatient to sit still.

Favourite media

The Sunday Times, Plastique, "How it's made" Discovery Channel, LastFM, BBC News.

Biggest risk taken

Working for myself.

Perfect day

Sunday morning, 8:00am, Columbia flower market, papers from Joe, MotoGP on the telly.

Career highlights

Deepend, Poke, Social Suicide, D&AD.

Hidden talent

Its all hidden, or at least out of date.

Lowdown

The founder of Poke is the first D&AD president to hail from the world of digital advertising, and it couldn't have picked a more flamboyant figure. Waterfall, who is (in)famous for dressing up in women's clothes, has his finger in a number of pies, including his own designer clothing range, all of which seem to keep him as busy as his official role at Poke does.

Why are you good at what you do?

Because I could talk Gandhi to violence.