Frank Bodin.

Studied music at the Conservatory and law at the University, Zurich. Pianist and composer until 1988. Assistant opera producer and occasional freelance copywriter from 1989 to 1992.

In 1992 started in advertising as copywriter for GGK, from 1993 to 1996 for Aebi/BBDO. From 1996 to 2001 Creative Director for McCann-Erickson Geneva and responsible for the agency's turn-around. Since March 2001, Chairman & CEO of Euro RSCG Worldwide in Switzerland with agencies in Zurich, Geneva and Basel - agency turnaround and repositioning to achieve industry leadership in a very short time.Over 500 awards received from all major festivals worldwide. Member of the Jury for the Cannes Festival, Clio Awards a.o., Jury Chairman for the Golden Drum 2004 and the AdPrint Festival 2007. Nominated eight times for Advertiser of the Year.President of BSW Leading Swiss Agencies, Board Member of IAA, Member of the Art Directos Club Switzerland and the Advisory Board of the University of Applied Science Zurich (HWZ).

Bodin authored "Bilder fürs Ohr - Besser im Radio Werben" (2003) and "Katz und aus - Essenzialismen" (2004).

Essentialism.

1. Like the concept of "essence" in food chemistry, Essentialism is the art of depicting a theme in highly concentrated form.

2. Essentialism is therefore a reduction to the essentials. Condensation. Or better expressed: Cndnstn.

3. Essentialism does not define itself on the basis of a stylistic device, or representation, but on the basis of the content in concentrated form.

4. The Essentialist is not interested in the accidental, fortuitous or insignificant, but rather in the essence, in the question of the permanent versus the changeable. In a world that is growing ever faster and simultaneously shrinking, where the fortuitous and insignificant seem to dominate, it may no longer be the superficial but rather the material that fascinates.

5. It is the superficial that attracts the eye. In the equally superficial sense, one penetrates the fascinating form; the unpracticed eye remains mostly absorbed with material things.The Essentialist lets himself fall, makes himself small so that he can pass through the closely meshed net of the superficial and penetrate the essence. Essentialism reveals an expanded world, with other concepts.

6. Essentialism is as superfluous as everything that is vital.

7. Without humor there would be no Essentialism. Because a zest for life is essential to the pursuit of happiness.

8. We might also describe Essentialism as the art of adding flavor to everyday life.

9. Since Essentialism can only go to the heart of a theme, the work method is adapted accordingly. The idea itself, not the realization, is the art; the realization must serve the idea. The idea-creator concentrates therefore on the idea, or rather, let..s the creation change. Somewhat like a Creative Director, he sees to it that the realization is of a radically suitable kind.

10. Everyone can be an Essentialist. Even art historians.