Fredrik started his career at age 12, selling strawberries during school breaks. Since leaving the Swedish strawberry fields, he has studied and worked across four continents, picked up as many languages, spent a year in jail (as a guard), and consumed shocking amounts of coffee. A scholarship brought Fredrik to China in 1997-1998 to study Mandarin at Zhongshan University. He moonlighted by appearing as an American rocket scientist on a Chinese soap opera. The fear that this footage will one day fall into the hands of his friends and colleagues still haunts him.Professionally, he first came to Asia to help set up Swedish telecom company Antenna in Hong Kong in 1999. Fredrik went back to his native Sweden for freelance work in 2001 before returning to Asia in 2002 to co-found brand planning shop, MSC in Singapore. In 2005, he joined Y&R as Planning Director, and later that year took the role of Regional Creative Planner, Asia. Here, he worked on Tiger Beer, Discovery Channel, Chevron, Citibank, Sony, Campbell’s, Bacardi, and on the Volvo C30 launch in Japan.In 2007, Fredrik joined TBWA as Planning Dir. on Singapore Airlines, Royal Salute and Martell. While at TBWA, he lead and won the pitch for Corona across Asian markets, including China, Japan, South Korea, Malaysia, Singapore and Taiwan.Fredrik joined BBH in 2009 as Planning Dir. on the global Singapore Tourism account. He led strategy on Mentos and Chupa Chups, as well as pitched, won and launched the world’s first nationwide 4G network in Malaysia.In 2012, Fredrik joined Mullen to lead strategy on Google, JetBlue and iRobot. DigitasLBi hired him in 2014 to work on Puma + Bank of America. An avid explorer of human nature, Fredrik subscribes to a planning philosophy that concerns itself equally with how the world works (analysis) and how the world could work (creativity). He believes what brands of today need aren’t "digital ideas", but rather ideas for a digital world.