Serve: Patrick. And it's still razor-sharp, even after more than 27 years in communications. No wonder, since Patrick has seen everything, from small creative shops to the leading international agencies. And yet he still treats every briefing with the same enthusiasm as if it were his first. Imperative: Anything but narrow-minded thinking inside the proverbial box. Always break out of it. Be it when cooking, on bikes with his two boys in the woods, on the tennis court or in advertising. Patrick has a solution for every scenario, no matter how complex. Advantage: Rod.