Meeting smart business leaders and helping clients succeed. Producing a campaign to run across eight markets and then seeing the results.
And the worst?
Firing people. It's hard even if they are stupid people (which I have come across), and much more difficult if they are hard-working, decent people, who are cut for economic reasons.
Your all-time favourite film and why?
The Godfather 2. It's a great representation of life's conflicts. But that's today. Tomorrow I'll probably say The English Patient. Or Tarkovskij's Stalker. Or something else.
Favourite book or CD?
Almost anything by John le Carre or Gabriel Garcia Marquez. The smiley trilogy, The spy who came in from the cold and The constant Gardener.
Favourite restaurant and dish?
Hong Kong - Wasabisabi at Times Square or The Black Sheep in Shek-O.
Sweden - Gondolen. Paris - a place not far from Place d'Etoile.
Do you have a favourite gadget?
A Nokia Communicator and my credit card thin flashlight from the Modern Museum in Stockholm.
Favourite fashion designer?
Hugo Boss.
Weirdest thing in your closet?
A genuine Panama hat, which I bought on Mallorca. Never used, but I still think it's too cool to throw away.
What are your hobbies?
Sailing, downhill skiing and long-distance skating.
Favourite holiday destination?
Swedish Westcoast archipelago.
Who would play you in a movie?
Brad Pitt. He's got what it takes, I think.
How would you title your movie?
'Stefan ... Stefan who?'
What brand would you be?
Triumph, the motorcycle. It has a stylish, all-time design and hi-tech efficiency within.
All-time favourite ad?
David Ogilvy's Rolls Royce classic.
Please finish this line, I wish I could ... find the time to learn to play the saxophone.
What crosses your mind before bed?
Oh my god, it's that late already!