Radio-wise, it's Radio Five Live, Sounds of the 60s and Jonathan Ross on Radio 2, 6Music, Mojo Radio and France Inter.What is your Sunday paper? And do you have a favourite magazine? I rarely have time to read a Sunday paper. That was pretty unique," he says.1991: Presents ITV's late night rock show, 'Raw Power' - a show "watched by insomniacs and milkmen".1993: Alexander took over the editorship of 'Kerrang!' magazine2001: Presents 'Popped In, Crashed Out' on ITV1, which runs for two years.2003: Becomes editor of 'MOJO'. We even got members of Nirvana and Mudhoney to write for the magazine. As sickening as it may sound, they manage to astound me for very different reasons on a daily basis.The cv1990: Becomes editor of 'Raw', a fortnightly rock title "We wrote about a lot of bands first People like Rage Against The Machine and Pearl Jam. The truth is, though, I'd never let a record leave the shop.If you didn't work in the media what would you do? Due to my hoarding tendencies - and hence my inability to run the greatest record shop on the planet - it would be better if I just became a historian instead.Who in the media do you admire and why? I don't really have media heroes other than the team I work with.

He hosted ITV1's Friday night rock trivia show Popped In, Crashed Out and regularly appears on Radio 1's The Rock Show

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Phil Alexander, 38, is editor-in-chief of Mojo magazine. He began his career at the age of 15, when he started writing for a French magazine called Enfer ("Hell"). The magazine closed when it was discovered to be a money-laundering operation. Phil Alexander, 38, is editor-in-chief of Mojo magazine. The project, initially staged on Brighton beach, was transferred to the Edinburgh festival, where it was critically acclaimed.The idea of both these projects, according to Smith, was to mirror the close relationship between caf?rect and its tea and coffee growers in the developing world through the intimacy between the performers and the audience in a confined space "It really is quite intense," he says. "I've read tons of pieces about the holy grail of holistic marketing and that's exactly what we are trying to achieve: to make the idea live in the client."Host itself is not so much an ad agency as a network that does not retain employees but builds teams of specialist workers for specific projects For Flight 5065 the team is 300-strong. "You just have to watch the heat and look for a lift in sales," he says "It's hard to measure but much more fulfilling.".

"We get high-powered people working in short bursts," says Smith.There is one drawback with the project, he acknowledges This radical form of marketing is difficult to evaluate. Three ads were placed in The Independent, showing a digitally created image of Madonna as a coffee grower, which in turn generated editorial coverage in the Daily Mirror. The concept for Flight 5065 grew out of an earlier caf?rect project - also devised by Host - called The Lift, in which "audiences" were invited to step into a steel box, the size of a standard elevator, and be entertained by performance artists. "It's important that there's a synergy in what we are doing," Ireland says.