When MINI sought to enter the US market in 2002, Chuck’s then small-ish agency was chosen to help the brand create buzz. He positioned a luxury small car – a lifestyle choice – to punch above its weight compared to similarly priced, larger alternatives. Striking executions – in print and outdoor – were a modern take on quintessential MINI. The campaign drummed up a lot of interest – and the brand sold almost 25,000 vehicles in the first year alone, and over half a million in the 10 years since launch. Growing up in Minneapolis was not difficult. Everything works. It was a largely Scandinavian and friendly place. His parents owned restaurants; life was comfortable. You didn’t notice the cold because you played hockey all winter. Jim Fallon (later founder of the agency bearing his name) and he were best friends at high school, and hung out all the time together. There were big brands in Minneapolis – General Mills, Pillsbury, 3M, Honeywell – and a marketing and advertising industry around them. Chuck remembers going to the house of a friend of his from Junior High; his