all – the transparency which the Digital Revolution had forced. Quite simply, it’s much more difficult to lie. And his new baby is The Kind Collective. It’s a collective because he’s grown tired of hiring people: he just brings on the very best people when he needs them. It’s not about apps or tech. It’s about teaching people that they can be kind, even to their customers. It’s about telling stories. The driven businessman is certainly not doing this as charity: but it’s no longer a world of contracts, of hiring and firing, of global adventures. The Franco-Swede has returned home, in more ways than one. There’s time to be passionate again: music, for instance. Matias laments that there has never been anyone in our industry who is exclusively responsible for the music. And it’s usually the last thing to be thought of. He was always convinced that digital music was important: “You can smell music.” Right now he’s working with Björn Ulvaeus of ABBA, creating an interactive party experience. Not many digital creatives would get away with rewriting the lyrics of “Mamma Mia”. But then not many would have the salesmanship to project it as a piece of change management. Chuck Porter once met David Ogilvy, and resolved to model his success. Chuck’s agency has been a bastion of