What I love about my job is finding the way into the hearts and minds of people. It's not easy, but when you nail it – when you discover that one single message that makes people understand the soul of a company or the essence of a product. Then advertising is truly beautiful. I’ve been fortunate to be able to help a lot of great ideas, brands and products to find their market, and many of them are considered house brands today: Viaplay, Viasat Sport’s channels, Skruvat.se, Alivia and Lanetalk. I’m driven by curiosity so I usually don’t like to say I’m specialized in any specific industry, but when I look at my cV, it’s obvious that I’ve been working a lot with broadcasting, broadband and the mobile industry. With that said – as long as you’ve got an interesting product or brand, I’ll be working my ass off to find its core value – and how to introduce it to the target group!A couple of positionings that have made a difference:Lanetalk– The online revolution finally strikes the bowling industryStryktipset – 13 rätt är respektDestination Gotland – En kort resa långt bortTV1000 – Always a star at homeViasat Fotboll/Motor/Ishockey/Golf – One passion. One channel. Fjällräven– Ute sedan 1960