Onken

Even before I worked for one of P&G's Billion Dollar brands - Duracell, I was often compared to the brand equity - the Bunny - that keeps going endlessly and never gives up. Never with blind careerism – but with deep hearted conviction of doing the right thing the best way. Whilst I am restless – I also dedicated to do things right or not at all. Half hearted is not part of my DNA – never been and never will be: when asked to join the army, I joined the Elite Special Forces of the Swiss Army; when I decided to go to University, I've choosen the best one & passed it with “cum laude”; when I decided to work in marketing, I applied only to most admired marketing company in the world – P&G.

Since I can think – I always lived with two hearts in me: whilst part of me was enjoying deep analytics [math’s, physics, etc] – the other part flourished with creativity [art, photography, etc]. My mission is to satisfy & nourish both side of me – through the right job and the perfect balance of work and other engagements – allowing me to always find the right perfect mix to keep things in balance – after all, it is the same brain. But at the end, it is the conflicts that makes our world and the people in it interesting. This is equally true for people and brands.

In my marketing life – there are also these 2 sides in me: the creative one that defines & creates the essence and ideates the character of brands, builds brand identities leveraging new marketing tools – especially digital ones and strives to find the next big advertising idea. And the analytical one – that translates the idea into a business context – who analysis the shares, the reach, the odds to succeed, writes business plans, creates capabilities in the organization, commits to the profit & manages the expectations in the organization up & down.

I believe in the power of questioning the status quo, in ideating the impossible and imaging the changes ahead in time. The digital revolution has made out of our world a fast spinning tennis ball – you need to know the basic physics and anticipate with creativity to win the match. We live in such a fantastic time – let’s enjoy it!