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 [...]

There’s no perfect template for creative briefs. But with the iPad there could well be. This template would be interactive and customizable in real-time – just drag ‘n drop the elements you need. Or download new ones.
The name of this software? iBrief of course. Could somebody please invent this?

How much does creativity matter in business? According to the research of Micael Dahlén, a professor at Stockholm School of Economics, a company’s success in terms of sales, market share, profitability and customer satisfaction is highly correlated to two areas: creativity in marketing and creativity in product development.
Some numbers to illustrate: if a company invests [...]

Creating social or cultural conflicts is a great creative strategy for achieving communicative momentum. Especially when the brand allows for it. Above is a “promo trailer” for a fictive company called Sandhamnstek (part of a social media campaign to generate PR) we set up for our client TV3 who will air a reality show about [...]

Technology doesn’t only let us create wonderful new applications and platforms. It’s also a good friend for pushing good old content.
As technology becomes commoditized at a fast pace, there’s no intrinsic value of selecting media for any other sake than efficiency. The real agency challenge is therefore not to be innovative per se, but ability to exploit [...]

This TED talk by Mihaly Csikzentmihalyi about creativity and flow made me think about what actually determines greatness in life, both from an individual perspective and from a agency perspective. 
It all comes down to one thing: experience. Intelligence and talent is one thing, but becoming super-skilled is all about doing things many times over. [...]

The credo of Account Planning Group is Championing in creative excellence sounds vague, but the task of the planner has always been rooted in guarding creativity from bad stuff (like client research). And while this is still relevant in many ways, the pressures AND opportunities for delivering relevant creativity has never been greater. 
The most efficient solution for advertising [...]

As much as I like social media, I find its true limitation lies in brand building. This Louis Vuitton ad does a fantastic job in storytelling, brand repositioning as well as selling the product. As planners AND creatives, we should not fall blindly into new ways of engaging and reaching in place of efficiency in [...]

There are currently a couple ad campaigns from two Stockholm agencies that have created exceptional buzz. Execution-wise these two projects are really high-class. There’s a problem though: The ideas are clones of other ideas.
There’s a saying: talents imitate, geniuses steal. But how true is this when it comes to creativity?
In the short run, stealing pays off [...]

Here's an article I wrote for Superbrands that was published last week on their blog. 

As somebody working in marketing it is very likely that you are drowning in everyday problems. And if you’re like most other companies, it’s also very likely that the solutions you’re working on deal with yesterday’s problems rather than capturing [...]