The Formula 1 champion Mario Andretti once said: “If things seem under control, you’re just not going fast enough.” The same thing should apply for the world of advertising, I guess?

Jung von Matt Stockholm, the agency where I work, started out in 2006 and was thus a fully-integrated analogue and digital creative shop from start. Being ’idea neutral’ isn’t really enough these days as clients demand more for less – more creativity and more accountability for less money and less time. Since real compensation levels hasn’t [...]

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Most products are commodities. Yet, in this commoditised world many planners and creatives try to communicate product uniqueness.
”There’s nothing unique about this product” is a too common stated that results in frustration or in advertising that is irrelevant.
Relevance and differentiation are of course still important objectives of communication, but they don’t necessarily have to [...]

Most people in the creative business have sources of inspiration – the ingredients for what are ultimately turned into ideas. If you’re in the business of selling ideas, isn’t it logical that you treat your inspiration like any other asset?
Above is my personal portfolio of inspiration: pop cultural, well-diversified and outstandingly positioned for the long-term.

In case you haven’t noticed, there’s now a Bookstore (powered by Amazon) on The Planning Lab that features great reads that I can really recommend.

It has to be said that most advertising agencies are pretty good at market sensing: we imitate, adapt and evolve according to the latest trends in communications. For a long time, this process used to be easily manageable, because trends only affected the output of the advertising agency, not the business model. And even if [...]

The Human Chain by Wieden + Kennedy.