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 [...]

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.

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?

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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 [...]

You have probably heard “Trust me when I’m saying this won’t work” or “Back in the Eighties when I started out in advertising…” echo in your ear. There are indeed a lot of old people in the communications industry. There is one key problem with relying on old thinking: today’s world of communications requires a lot of [...]

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 [...]