The A-List: 2008

Born

20th January 1935

Job

Chairman emeritus

Company

DDB Worldwide Communications Group

Work Telephone

+1 212 415 3028.

Address

437 Madison Avenue, New York, NY 10022

Fantasy business partner

Leonardo da Vinci.

How do you off-set your carbon footprint?

I walk.

Greatest influence

Bill Bernbach, Pablo Picasso, Lao Tzu.

Clubs

I have yet to find a club that would have me.

Favourite gadget

My chihuahua.

Desert island objects

A sharp object, a box of matches and a BlackBerry.

Most-admired politician

Gandhi.

Favourite media

The New York Times, National Public Radio, msn.

Biggest risk taken

Merging two wildly different cultures into one DDB Worldwide.

Perfect day

At my age, a perfect day is a day when you wake up.

Who should play you in the film of your life?

Brad Pitt.

Career highlights

As a creative: "You deserve a break today" and "Two all beef patties special sauce lettuce cheese pickles onions on a sesame seed bun" from McDonald's. As a chief executive: being the co-founder of Omnicom, merged Doyle Dane Bernbach and Needham Harper to form DDB Worldwide. As chairman emeritus: being the founder and president, business for diplomatic action, a not-for-profit group to enlist US business in actions to lift the reputation of the US.

Fictional hero

Bubber, Alan Arkin's lemming, who refused to jump.

Hidden talent

Fathering I have seven kids.

Best job outside advertising

Never had one.

Lowdown

DDB's global veteran has set his sights on changing the world. People may have smirked in 2004 when the 73-year-old set up Business for Diplomatic Action with a view to improving perceptions of "Brand America" abroad. But three years on, its global interest has gathered a momentum that is testament to Reinhard's determination. All this while holding down the day job of DDB's chairman emeritus.

Most expensive purchase

Technology.

Why are you good at what you do?

Because I dare to be naive, intentionally unaware of all the "reasons" something can't be done.