Work hard and be nice.

Please give us a brief bio of yourself.

ECD and Director of Innovation at BBDO NY. Always looking for an excuse to upgrade my bike. Joined BBDO two years ago from Forsman & Bodenfors in Sweden.

What do you do for inspiration?

Read books and magazines. And blogs. And the news as often as I can. Watch as many movies as time allows. There are some great TV shows too that I try to keep up with. New York is pretty awesome when it comes to museums so I try to do that as often as possible too.

Please list 3 of your favourite sites.

I could easily fill all three slots with Google products. But enjoy these; whosampled.com. Makes you realize that some of your favorite bands didn't come up with that awesome drumbeat or hook. Also a great source to find new stuff to listen to. huffingtonpost.com. Bite sized independent news.

How many hours do you work each week?

No two weeks are the same.  But typically, I work around 60 hrs.

How do you relax or unwind?

I try to catch up on TV Shows and movies that I've missed. And on books I haven't read. And go for runs and rides on my bike.

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

Riding my bike or marketing for Zipp/Sram, Cannondale or Specialized.

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 most favorite part of my job is when I can get someone else excited about an idea. The hardest part is when there are too many good ideas to choose from and having to decide which one to go with. Usually a good night’s sleep is the best remedy for getting stuck on something. 

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

Around 40 hours. It's interesting what happens to you when you break the 24hr border.

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

At any given point across the agency we're engaged in 400+ projects.

In terms of software, is there anything new you have been playing with lately or that has impressed you?

I just started using Adobe Lightroom and I love it.

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

I think We Feel Fine was launched about five years ago. I'm still amazed with the insight, the execution and the feelings it creates.

Has winning FWA awards helped you in any way?

It's always a nice thing when you and your team get recognized for all your efforts by industry peers.

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

We always try to create campaigns that have a mass communication element. Basically it's about creating compelling content and engaging experiences. And since most of our clients are quite big, even if we just reach 1% of the entire audience, that can still be a pretty big number in terms of actual people who engage with the brand. Integrating across a lot of different media also helps us to get a good reach across a client's target audiences.

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

Luckily it's not online any more. It was a fan site for Massive Attack. I remember going all in with KPT.

Are there things you do OUTSIDE of work to ensure that you are in the right mindset to be creative and/or successful in whatever you are doing?

I think it's just about keeping yourself updated on what's going on in the world and what behaviors are out there that we can learn from and potentially leverage.

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 think a lot of the most exciting work I've seen in the last couple of years have had a lot of touch points. Which makes a lot of sense since media behaviors  are more fragmented now than ever. For us it's always about The Idea and then Where does it go?, so working across different mediums is inherently a part of how we work and think about campaigns and platforms.

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

A new electric toothbrush. Think it was around $30.

Any parting shots or pearls of wisdom?

Work hard and be nice.

It has been a privilege, thanks very much

No thank you. It's been a pleasure, as always.


This is our office right now. We're in the middle of renovations that will be done first half of 2012. Yay!
This is our office right now. We're in the middle of renovations that will be done first half of 2012. Yay!

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