I'm not sure we need websites, as we know them today, in the future. Perhaps we'll be online using a nano chip in our brains and exploring all data with our mind.

Please give us a brief bio of yourself.

I've had 21 different short time jobs before I started to work with advertising. A DHL currier, cleaner, shoe salesman, economy assistant and also a job at the Coke factory just to mention a few. I knew that I wasn't going to stay there for life so I enjoyed working at almost all the places. 

Then I started to study graphic design and advertising and 10 years ago I learned how to use Photoshop as an intern at Lowe Brindfors in Stockholm. It was also there I found out that working in the advertising industry was a better than working in a bank. My passion for advertising started at Jung von Matt in Hamburg and continued back in Stockholm where I worked at Åkestam Holst for 3 years. Then I joined Mother in London and after two years at Mother I joined BBH in the same city. I missed Sweden and headed back as a Creative Director at Naked in Stockholm. 

I love coming up with ideas and bring them to life - when it happens.

What do you do for inspiration?

I get inspired by reading the news. Big or small news can be a great source to insights and ideas. I also get inspired by great work and inventions done by other people.

Please list 3 of your favourite sites.

Google (and some of their products - docs, reader and gmail) - for it's everyday use.

Facebook - for the simplicity of keeping the contact with my friends and "friends".

ffffound - for inspiration or just to waste time when being bored.

What do you regard as being your biggest achievement?

It would be that I'll be a papa soon and my 2 Cannes Lions gold.

How many hours do you work each week?

If I don't count the weekends - a busy week could be 100 hours, but a normal week is around 60 hours.

How do you relax or unwind?

Going on long walks in the forrest with my wife and our two crazy labradors.

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

Compose and write music.

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

The best part is probably the rush you'll get when you're coming up with a great idea. The hardest part is when that great idea gets killed for stupid reasons. When getting stuck I either start to work on another project or take a short break.

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

I think it was during a pitch at Mother where I worked over 48 hours straight surviving on Coke Zero and snus. Not to recommend. Today I rarely work like that. I try to come in to the office at 7 and get most of the work done while the brain is fresh and leave work as early as possible in the evening.

If there are any pivotal experiences/decisions you could point to that helped shape your career, what would they be?

There's always a better way. Dig awfully deep to find it. When you've found it - share it. 

What software could you not live without?

Photoshop and Spotify. But - I think I could survive on good old pen and paper for quite long.

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

Around 15 big and small.

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

I don't keep track on all the design companies but here are three I've got respect for: Leon&Chris, Europa and Stockholm Design Lab. 

Who is your target audience?

That totally depends on the client and the project.

What area of web design lacks the most?

Typo, Flash and old habits.

Are there any websites that have shone through as being pioneering in the last 5 years or so?


Has winning FWA awards helped you in any way?

Yes. It's very flattering. Attention often leads to more attention - which is great if you like to get hold of them awards.

When dealing with major clients, how difficult is it to meet the needs of such wide target audiences?

We plan this together with our clients way before getting in to the strategy and ideas - so it's not really that difficult.

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

No book is written yet, but I've got a really nice book concept that I'm working on for kids. It's about how they can be more motivated to study in school, but I can't share more details here.

What was the last digital effort you saw (or were a part of) that used social media in a way that really made sense. Why?

I could name a bunch of famous ones, but I'll go for Ze Frank's social network for 2 http://www.zefrank.com/social_network/

Have you been a part of a campaign that was rooted in digital and THEN reached over into other consumer touchpoints? Did this happen organically or was it a part of the plan from the beginning?

Yes. This is most of the time planned in detail, but sometimes it just happens for various reasons. Since a really good idea can live for long and in many mediums -It's up to you how you sell it to the client.

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?

I often think ideas first and mediums after. Now it's very interesting times to work in since digital is so much more than websites, banners and apps. There's so much new tech and innovations coming up everyday - building up so much untouched ground for creatives - to come up with so many ever-before explored ideas on.

Looking 10 years in to the future, how far can websites go?

I'm not sure we need websites, as we know them today, in the future. Perhaps we'll be online using a nano chip in our brains and exploring all data with our mind.

Of all the websites you/your company have produced, which one are you most proud of?

Since the sites I've done are quite different in both purpose and design I can't pick one - so here are three examples:

When it comes to tech innovation I would say this http://www.zlatanzuperfly.com/ where we got Zlatan to wear a 360 camera above his head while playing football. We took the video material and turned it into an interactive game where you could be Zlatan. 

When it comes to simplicity I'll say this http://www.bartleboglehegarty.com/ - where we focused on showing our work in an interesting way that could be seen on every platform. 

And when it comes to purpose I would say this http://www.56sagestreet.co.uk/ where we got over 500.000 teenagers to learn about finance through play.

Do you think Flash is here to stay?

Until something better pops up that is better for gaming, apps and video - Yes it's here to stay.

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

Of course. It's all about the portfolio.

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

Surround yourself with great people. Learn from them and try hard to get better than them.

How difficult do you find employing the right people in a world where everyone calls themselves a web designer?

Looking at their work and meet them IRL.

What would be your ultimate vehicle to travel in?

A good old bicycle.

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

For web and tech trends I'm talking to colleges and reading the Wired, Mashable, The FWA and TechCrunch etc.

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

The project that truly changes the world in to a better place.

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

To survive in this industry I think it's key to learn more and get better of what you do - everyday. So I try to do that.

What are you excited about learning next and is there a long term challenge you are considering tackling?

My wife is pregnant so it would be how to become the best father in the world.

Any parting shots or pearls of wisdom?

Have fun. Life's too short to be serious all the time.

It has been a privilege, thanks very much

The pleasure is mine. Thanks Rob!


Nike - Be Zlatan

Barclays - 56 Sage Street

Fjällbrynt - Cork Up Your Sandwich

Stella Artois - Smooth Originals

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