The Bond is an agency built on the belief that great communication requires the right strategic insights. It gives me room for deep thinking and research to chisel out brand strategies, concepts, strategic routes, etc. That spurs me every day, just as the broad array of customers I get to help, ranging from global companies to small, exciting start-ups and including dental implants, industrial power supply, FMCG, welding and much more. As of May 2023, I am a part of the agency's management team.

I was recruited for being a lifelong supporter (good knowledge of that culture) and my communication, branding, and marketing skills. My focus was to launch the new identity project. The club, to me, had lost its way with its core audience (the fans). I wanted us to resurrect that and capitalize on being the people’s team. To govern a club where thousands of loud members react with passion – in good times and bad – was a fantastic experience.

The great thing about these years was how I focused on one client almost exclusively, which helped me gain deep insights and knowledge. Not the least on how a major global player (Volvo Trucks) functions, internally and externally. I mainly worked with their tactics in the EMEA region but also created global concepts and campaigns for service contracts and financial services. On another note, you don’t have to be an engineer to market a truck. What you need are savvy marketing skills and a… Show more The great thing about these years was how I focused on one client almost exclusively, which helped me gain deep insights and knowledge. Not the least on how a major global player (Volvo Trucks) functions, internally and externally. I mainly worked with their tactics in the EMEA region but also created global concepts and campaigns for service contracts and financial services. On another note, you don’t have to be an engineer to market a truck. What you need are savvy marketing skills and a never-say-die attitude. And that goes for pretty much everything you market, to be honest. Show less

The agency exploded in size during my time and labelled itself a ‘house of communication’. With a staff numbering 100, this gave me insights into what it was like to be part of an advertising machine (on a bad day) and a creative hive (on a good day). I worked with all aspects of my trade, from strategic documents, communicative platforms and TVC scripts to shelf talkers and top signs.

The agency focused heavily on home entertainment with international names like Paramount and the major Swedish publishing houses as clients. It was at a time when streaming/downloading and new book formats really challenged the business models, which posed challenges. Still, it was cool to market Harry Potter, Stieg Larsson’s Millennium books and Indiana Jones. Just as I enjoyed working with Green Giant and Häagen-Dazs despite some massive red tape from the U.S. For a short time, I was agency… Show more The agency focused heavily on home entertainment with international names like Paramount and the major Swedish publishing houses as clients. It was at a time when streaming/downloading and new book formats really challenged the business models, which posed challenges. Still, it was cool to market Harry Potter, Stieg Larsson’s Millennium books and Indiana Jones. Just as I enjoyed working with Green Giant and Häagen-Dazs despite some massive red tape from the U.S. For a short time, I was agency leader. The main learning? If you accept a managerial position, make sure to get some freedom to run the business; otherwise, say no. Show less

The first dip into the advertising business saw me take a combined role of copywriter and project manager. Here I worked for a tiny office, with the main bulk of the company sitting elsewhere. It was a very interesting time and a chance to work with everything from real estate to how parents of children with psychological conditions should discuss sexuality.

For a few years, I held a sales-oriented role. Here I worked as a seller of translations to a group of customers. The job included writing marketing and business plans and ensuring that my sales met the required profit demands.

I worked as a freelance reporter covering the fortunes of IFK Göteborg for an English news agency - yup, that was what I did ...