from Bartenders' Choice Awards 2012

Food & Beverage

Through the years, I've sometimes been working as a bartender, bar manager or restaurant manager. I live service, food and drink. In 2008 I used my cultural anthropology background to make the Lydmar hotel bar more social. And later on I used my knowledge and passion to create the Bartenders' Choice Awards. A project that came about as a reaction to the bad award climate and the low quality in the Stockholm bar scene.

In total, I've worked behind a bar for at least 8 years. And a few more with food & beverage in a PR and advertising context.


från projekt med Scandic Malmen

Aestethics & Design

As a wee Oscar I started with basic magazines and CD-covers. Many years later I found myself working as an Art Director on complex projects. Visually appealing designs, subtle details and brand guidelines combined to innovative interfaces across various touch points became my daily routine. Out of this love for aesthetic design, my passion for functionality and structure evolved.

A user-centered mindset and sensitivity for design turned out to be the perfect fit when collaborating with agencies, clients and brands to develop digital and print concepts and solve problems together.

I like to keep it simple. My goals are to focus on typography, content and conveying the message that you want to send.

After 5 years of working in communications, I still feel like a kid in a candy store.

från Skogaholm på Friendsdagen


In order to deliver relevant ideas, the complexity of the creative and strategic team must reflect the complexity of society. I see no relevant distinction between a good insight and a good idea. I believe that the strongest concepts grow at the intersection between a client’s content and its context. I try to use as many perspectives as I can to define strategy, and insights to end up with the best idea possible.

Marketing communications is changing from a traditional media logic, where the paid-owned-earned model is losing relevance. Today, all channels of communication must be regarded as earned. It’s about creating value in the content that drives awareness, not the other way around that sometimes is the principal. For brands to be meaningful, I always aim to come up with a creative solution to a real problem, rather than producing communication for it’s own sake.

This has led me to two SPINN prices, two SABRE awards, and a EUROBEST.