What was your first ever job?
First paid gig I ever had was as a flower girl during the christmas rush. My dad was a florist at the time (now he works at nuclear power plant, tomato/tomato). But the first jobs I ever got for myself was playing music for money. I used to be more a of musician than a writer. I was about 14 when me and my best friend at the time managed to start some type of indie getup that made us enough money to buy guitar strings. My first paid writing gig is a freelance client I still have, Luger productions. They’re a pretty big promoter in Sweden and I do artist bios and press releases for them at times.
Why did you go into advertising?
Well I used to be in media and PR, and it pretty much blew. It wasn’t what I wanted to do at all. I felt restricted and realised I was longing for a creative process. I was sitting at a metal magazine, editing and such. I quit that job, took a production copy job that paid better and gave me more time to apply to Berghs.
"I need to recharge at the end of the day so I swim and watch crap TV."
How did you clinch your first job?
I still feel like I haven’t yet. I’m waiting for THE JOB, even though I’m already working. There’s a hazard to never being satisfied but it’s a damn good way to be driven, nonetheless.
What’s the best piece of advice you’ve been given?
My mentor told me to stop competing and to start taking advice. So I did. And it worked out pretty well.
How would your typical day play out?
I don’t really have a typical day. But I get up, pick out a dress, go to work and then I have no idea what will happen.
What do you see as the next big thing?
Don't we all wish we knew? But I hope that the development of advertising being more of a service or solution for people’s everyday problems, than just a print ad, will persevere. I do, however, believe in a political backlash regarding the harsh political extremist right wing climate in Europe. I hope the communications industry will be a part of that.
"There’s a hazard to never being satisfied but it’s a damn good way to be driven."
What do you keep busy with in your spare time, any personal projects?
I write music, go to shows, run a blog (it’s in swedish, it’s pretty big and it’s anonymous so... no url) and just exist. I need to recharge at the end of the day so I swim and watch crap TV as much as I possibly can. I do my best not to get jealous of other people’s great work and just get on with it. Otherwise I'd never stop working.
What inspires you?
Punkrock, social movements, politics, sociology and society pretty much. Anything and everything pop culture gets me going.
If you could share a desk with anyone, who would it be?
Michel Foucault. But he’s dead so, a good art director will do.
What's your one piece of advice for someone looking to break into the industry?
Work isn’t everything. It’s a job, and it’s fun. But when you’re 80 years old you don’t want to look back at your life as a long series of professional landmarks. Advertising is so consuming. So just remember to have a life as well.
"Stop competing and start
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