My favorite part is all the amazing clients and the stuff they allow us to do for them. The hardest part is what they don't let us do for them.

Please give us a brief bio of yourself.

Gustav Martner
Partner, Executive Creative Director CP+B Europe

Gustav is a digital re-inventor, media agnostic, creative and skinny Swede in tight jeans, who co-founded Daddy with five friends at the turn of the millennium. In the decade to follow, Daddy expanded whilst maintaining its presence in Sweden’s top echelon of digital agencies - bringing home numerous international awards for clients like ABSOLUT VODKA, Carlsberg, Scandinavian Airlines and TeliaSonera among others. In 2009, the US based creative powerhouse CP+B acquired Daddy, turning them into the foundation for their European operations. This exciting venture demands quite a lot of Gustav’s attention these days, but he still finds time to play with his punk band Bom Bom, practice the musical saw and hang out with his wife and kids. They also wear tight jeans.

What do you do for inspiration?

Talk with colleagues and clients. That’s a pretty boring answer I guess, but I don't need much stimulation. Before the internet, I suppose you had to fly around the world to get inspired. Today you just read a few blog posts and get pretty much the same effect. And no jet lag.

How many hours do you work each week?

50-60 hours. But a few of those are telephone conferences where I do laundry or xxxx at the same time.

How do you relax or unwind?

I feel pretty relaxed most of the time but I don't mind having a beer and reading a book.

If you weren't working on the internet what would you be doing?

I would be the real world's Dr. Snuggles

What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?

My favorite part is all the amazing clients and the stuff they allow us to do for them. The hardest part is what they don't let us do for them. 

What's the longest you've ever stayed up working on a project?

Working two days without sleep happens every now and then. The worst time was when I was a programmer, got some serious bugs at the last minute before shipping and didn't sleep for two days in order to solve it. Then I drove directly from Gothenburg to the Swedish east coast to deliver the CD-ROM. Terrible. At that time there was no broadband to deliver these things. Thank god we have broadband these days....

What software could you not live without?

I survive surprisingly easy with just a browser these days. Doodle Jump has saved our family many times though. It is the ultimate distraction tool for grumpy kids.

How many projects does your company juggle at any one time?

Well, we are one thousand people working very integrated in four offices. In the Gothenburg factory, we most likely have around 30-40 projects going at any given time. Hundreds in total within CP+B. I guess I'm involved in many of them.

What area of web design lacks the most?

I guess I have to say banners, It has always amazed me how little effort is put into that in general. The potential is huge.

The web is getting out of the web. Do you find that thinking in digital solutions alone hinders you? Do you feel the urge to solve the problem using all mediums necessary?

That is how we work.

Do you think Flash is here to stay?

Hard to say. Mobile is here to stay and right now Flash kind of sucks for mobile. I'm guessing that will be solved soon.

If you were a student entering this industry or an aspiring FWA award submitter, what advice would you give them?

Be enthusiastic. Come up with creative concepts as early as possible. Work more than everybody else, and not just spending hours at the office. Real work.

What would be your ultimate vehicle to travel in?

I like videoconferencing. It saves time and the environment. I already travel too much for my own liking.

How do you keep your finger on the pulse of the latest web trends?

Having great colleagues helps a lot. To sit in awards show juries has also been very valuable.

What country excites you the most in terms of innovation?

That depends on what kind of innovation you're talking about. Technical innovation? Well, Sweden is not so bad. If you're talking about innovation in terms of what a country is doing now compared to what they were doing previously, then some emerging markets like Turkey are really exiting. For a Swede to go there and see the mix of really old culture and new technology is really eye-opening.

There must be a project that you have always dreamed of doing, what is it?

All projects are dream projects at some stage of the process.

What does the future hold for your company, or you as a person?

CP+B Europe is evolving. We are hiring like crazy and expanding into new, for us, markets and media. If anybody out there would like to relocate to Gothenburg please have a look at our website. If you've been interested and have read all my answers so far, you've already past the first test. 

What is the most expensive thing you have bought in the last week?

A tattoo

What type of overcoat do you wear when Flashing, basically are you a labels man?

My grandpa's. It is really cool!

Any parting shots or pearls of wisdom?

Never prepare for failure!


Magical Christmas Cards from The Swedish Postal Service

Globe of Fortune for SAS

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