As a student, I thought that numbers ruled the world and that finance was the place to be. I soon realized that I had been wrong: numbers are simply a way to illustrate and record activities. What count are people and products. I found my passion in connecting people and emotional products. Seduction – in the truest sense of the word – is my best friend; customer smiles are my greatest reward. The campaign we created in cooperation with Daniel Craig for ORBIS International is a perfect illustration of my deepest conviction: sharing makes us richer. I also believe that beauty lies in details, that simplicity is the highest form of sophistication, that enthusiasm is a much stronger motivator than fear, that music is good for our souls, that sport can bring people together, that technology and e-marketing can accelerate connections and that the rise of PR does not mean the fall of advertising. Injecting purpose into every action is what makes the world – and me – tick.