Creative Director, OgilvyInteractive

It all started with Bo’s dad inviting advertising people round for dinner. They smoked, drank, wore cool shoes and used words like ‘target audience’ and ‘USP’. To make matters worse, Bo’s dad also thought that frequent traveling was a good thing and – when he wasn’t leaving him in the care of three German nannies – took Bo on trips to far-flung places. Consequently, after military service in Sweden and university studies in Mexico, Bo started working as a copywriter for Lowe/Brindfors (Sweden) followed by BBDO/Clemenger (Australia), followed by Bates (Sweden and Denmark). Being Swedish, he naturally spent the mandatory years with IKEA (Sweden, England, Spain) planning and participating in the actual build of IKEA-stores.

In 2000, Bo jumped the digital fence to work for agencies like Modem Media (England) followed by Answerthink (USA) where he directed international projects and won creative digital awards.

And yes, German women can still put the fear of God in him.