Born: Malmö, Sweden
Worked in: London and Stockholm
Name an innovative idea or business solution for which you are most proud? A digital campaign called Urbanista Diaries, which used an interactive widget that allowed people to follow the whereabouts of users and automatically geo-tag their photos. We equipped working journalists with Nokia N82 devices; they reported back from their travels and their various assignments to the widget using this N82 device. The images and reports sent to the widget were integrated with the editorial on actual media sites.
Why do people see you as an innovator? At Mediacom Stockholm, we are always looking to integrate our advertising as much as possible into editorial, in a manner that is relevant for the user. I am always trying to push the boundaries of how deep the integration can go.
What is the role of innovation in marketing strategy? With constant growth of media and dilution of users across more media, more innovation is needed. Advertising can't only be about trying to get a commercial message before the eyes of the consumer. We need to find ways of creating solutions that benefit the user, so they may interact with the brand in a non-intrusive way. Of course, mass communication still is needed, but innovative alternatives are becoming increasingly important.
How would you characterize innovation in your work? My definition is integration. If you manage to make your message and solution integrated with editorial, then you stand a chance of adding relevance to the user. At the same time, you encourage them to interact with your brand and the brand messages.
What is the biggest challenge you face in applying thinking to international projects? With the ability to reach a critical mass via digital media today, it is much easier to be innovative when doing campaigns in international media. I believe that achieving true integration is more challenging as it is still not easy to break through old boundaries between advertising and editorial.