Son of a policeman and a teacher. Law and order are in his blood. Born and raised in the suburbs of the Volvo capital, Gothenburg. Father of a daughter and a son, husband to a production designer.

Speaks lousy French, Spanish and German. Former bungee-jump instructor in Turkey. Loves pruning and running.

Won 144 awards in international advertising business competitions.

Known as “The Pony” among his friends.