ALEXANDER SKOGLUND

I believe that great advertising starts with conflict. Because wherever there is conflict, there is a story. I believe in big ideas that build brands and become part of popular culture. If you combine curiosity with creativity, you can create great change - change that is not only good for business, but also for the world... I don't believe in luck, or that things will turn out in your favour purely through circumstance. I believe that hard work comes first, and opportunities follow. My ambition has always been to surpass myself every time. Work hard, do it better - and never give up.