.

I think video on the web is still in its infancy. I'm hoping that the web doesn't turn into just another TV-channel, even if a lot of people would be happy if it does.

Please give us a brief bio of yourself.

I began my digital career at Grey Interactive in Copenhagen, joined Framfab in Denmark in 1997, spent 7 years there, then started AKQA's New York office in 2004.

What do you do for inspiration?

I try to have a life outside of work. If you can't find inspiration in New York, then you have a serious problem. I also highly recommend totally ridiculous and irrelevant books and magazines, anything that can immerse you in a world completely unlike your own.

Please list 3 of your favourite sites.

Google, Ain't It Cool News, New York Times

What do you regard as being your biggest achievement?

I'm pretty proud of having started AKQA in New York and growing it to currently 50 people. Also, the 5 years I spent working on the Nike account at Framfab were fun.

What software couldn't you live without?

Any browser on any platform.

What projects do you have in the pipeline?

We have some big global releases for Coca-Cola and Smirnoff coming up soon.

Who do you rate as being the top 3 design companies?

I've always been an admirer of Hi-Res! I love what Tokyo Plastic are doing. And Interactive Salaryman in Japan blows me away on a regular basis.

What effect on traffic do your new designs have?

Well, let me put it this way: If traffic drops after we've launched a new site for a client, it's not a good thing.

Who is your target audience?

Totally depends on the client. But our current sweet spot seems to be 18-35 year olds.

What area of web design lacks the most?

I think video on the web is still in its infancy. I'm hoping that the web doesn't turn into just another TV-channel, even if a lot of people would be happy if it does.

I'm waiting for someone to figure out how video can be used as a truly interactive medium, not just a lean-back-and-watch medium.

What did your very first site look like? Is it still online?

God, I hope not. I think it was for some Danish newspaper back in 1995 or 1996. I'm sure it was terrible.

Have you written any books, if not do you plan to?

I've contributed to a couple of books, "Catching the Big Idea: The Strategies of Top-creatives"" and an upcoming Taschen book about successful websites, but I haven't written one myself yet.

Who knows, maybe one day I'll find the time to write something about global digital marketing from a creative standpoint?

What was the toughest thing you ever did with Flash? How long did you spend on it? Is it still online?

Coming from a writing background, I've wisely stayed away from attempting to do anything in Flash.

Do you think Flash is here to stay?

I just asked a couple of guys in the studio. They seemed pretty convinced that it is. I'll take their word for it.

What are your views on design/graphic school. Do you think someone can get into the field without educational experience in a school environment?

You can't teach somebody to be talented, but it never hurts to learn from your mistakes in a safe environment.

Talented people generally improve by going to school, but if you don't have the talent in the first place, no school can help you.

When your company was just getting started, what did you find was most effective for getting new clients?

Knowing what you are talking about and being able to back it up with actions.

How have you learned so many Flash/design skills and techniques and can you offer any advice for newbies?

Have fun & don't be an asshole.

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

I bought a Japanese movie poster for the French movie "Diva".

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

I don't actually know the brand. I bought it at Barney's warehouse sale.

Any parting shots or pearls of wisdom?

This is still such a young industry that anybody can help shape its future. So I hope talented people will continue to find the digital marketing industry an exciting career choice.

It's been a privilege, thanks very much.

My pleasure.


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