Respect yourself. Rock it up!

question Please give us a brief bio of yourself.

We were born a month apart in two very similar countries: Sweden and Israel. We grew up on a diet of pop culture, music and black clothes. Jonas started a company called Strobe in Stockholm right after school, working on global assignments for great brands like Absolut Vodka, BMW, Vodafone and Levi's. Liron got over-educated and moved to the US of A, working his way in the NY ad world as a planner/strategist. It took a small while but then we met each other at a NY agency and pretty soon started to shake things up there. But alas, the trad ad agency world wasn't working out for us, we wanted something else. So, we formed SKINNY - a concept agency that is focused on both product and marketing innovation, and a strong belief in 21st century rock n' roll.

What do you do for inspiration?

Wonder what would Karl (Lagerfeld) do...

Please list 3 of your favourite sites.




How many hours do you work each week?


How do you relax or unwind?

We like going to gigs, going to the park with the girls, watching live football (when we get to Europe), country life and beach weeks.

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

Probably trying to make it as a band. We would try and look the part, even if we couldn't play the parts. It's just nice to roll like a band, although it does affect the travel budget...

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 favorite part of the job is when we solve something or win something. Human nature, we guess. The hardest part is to stop thinking about the job. And, when stuck, we like to have a Double Black Diamond coffee from the machine at the end of the hall - it wakes up the spirits inside. If all else fails, we play "I'm on a boat" by The Lonely Island.

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

Discussing Hedi Slimane while walking back from lunch, and coming up with SKINNY.

What software could you not live without?


Who is your target audience?

Progressive clients who want to get promoted, not just keep their job.

Has winning FWA awards helped you in any way?

Yes! People have noticed it, called us, wrote us, congratulated us...

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?

Not strictly social media...but the best thing we've seen recently in the digital sphere is thewildernessdowntown.com (Arcade's Fire new ridiculously awesome web 'video' for We Used To Wait)

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

Absolutely. We don't hire people based on school credentials. We do hire people based on passion, fire, a good eye and a conceptual mind. Anyone can learn the tools of the trade, but if you don't have the above you will not get anywhere. We love hiring people that are at the beginning of their career but possess the raw ingredients for success.

What would be your ultimate vehicle to travel in?

If they made private jets in all black, we would find that most appealing.

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

"Call a Friend" worked well for us. We think you get rewarded for good things you did in the past.

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

We keep an eye on the young ones at the office that have their finger on the pulse.

What country excites you the most in terms of innovation?

Sweden, Japan and Brazil. They seem to all have a strong sensibility and focus on creativity.

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

We are about to move into a new SKINNY designed office space. We can't wait. And more long term - we are looking forward to developing the SKINNY culture and company, doing even more interesting projects, gaining fame and fortune.

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

Vintage Dior by Slimane, but of course :)

Any parting shots or pearls of wisdom?

Respect yourself. Rock it up!

It has been a privilege, thanks very much

Thank you, Rob! J+L

Liron + Jonas + Karl
Liron + Jonas + Karl

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