The first stage in Bruno Schmidt’s career was the then leading Swiss PR agency of Gisler & Gisler. He studied German and Romance languages and literature, and geography at Berlin Free University, before he became a teacher for five years. He then joined the largest German textbook publisher, Cornelsen in Berlin, for another five years, three years of which he was the head of the advertising department. In this period he met and appreciated his client MetaDesign. Since 1992 he has worked for MetaDesign, first as project manager in Berlin, where he handled accounts like Audi and Berliner Verkehrsbetriebe. He subsequently was appointed MetaDesign manager. Since its opening in 2000, he has been the director of MetaDesign in Zürich.