Logo 468


Advertisement:

Job section - 468

27 nominations for Gothenburg advertising agency


Linda Genborg 2012-04-16

Gothenburg based advertising agency Forsman & Bodenfors has 23 nominations in the biggest event of the year for Sweden’s advertising industry, the Guldägget awards. The gala takes place in Stockholm on Tuesday, April 17.

The agency’s Creative Director, Filip Nilsson talks to Göteborgs-Posten (GP) about the key to the agency’s 15 years of success.

“We have a long-term perspective in an industry that is not known for this. The most obvious example is our ownership model. The agency is owned by 27 people, and all work here. The key people are closely connected to the agency, and then you don’t need to worry that the most talented people will disappear when things go wrong. Everyone has equal shares. It’s pretty radical and an extremely unusual model.”

He says the agency started with a Gothenburg perspective, with the aim to beat Stockholm with amazement. And even though the agency is renowned in Sweden now, the underdog mentality remains. It’s in their nature, says Filip Nilsson to GP. But now the goal is to beat the world with amazement.

“If you travel to New York and talk to people in the industry they know of us, which is very cool. They think we’re exotic and strange, especially when we speak of our ownership model. In the US they often find it provoking, they think it's a bit socialistic.”

A creative environment free of prestige and hierarchy has been an important factor for the success.

“We sit in one big room, nobody is allowed to have their own office, and you never own your project, the team owns it. You can never say ‘stay out of it’. That’s the biggest taboo at the agency. We have also minimized the formal hierarchy,” says Filip Nilsson to GP.

”Our philosophy is to get people to perform at 125 per cent of their potential without being scared or feeling prestige. If you create this type of environment people will perform better than what they would do anywhere else.”

When asked which Guldägget nomination he likes the most this year, Filip Nilsson says:

“One of them is the tram sightseeing app we did for Västtrafik. There is a lot of nonsense in the world of apps, and you can choose if you want to download them or not. But the sightseeing app is for real, it's so functional and well executed and it has guided thousands of tourists through Gothenburg.”


Post comment     Tip a friend     Print






News (SECTION BANNER)

Young conmen face trial


They conned nearly 40 elderly people including a large number of single women by dressing up as TV repair...

More

Government plans to scrap successful grant


The Government is set to remove a grant aimed at reducing exclusion in different areas across Sweden despite...

More

C1

New centre to support Roma community


Gothenburg will be introducing a new centre for the city’s Romani residents this spring. The centre...

More

'No better alternative to the congestion charge'


An investigation by the municipal executive committee has concluded that there may not be any proposal...

More

Housing to help reduce segregation


New apartments in the city centre will feature lower rent prices than usual in an attempt to reduce social...

More

Foreign kids targeted by bullies


Immigrant children in Sweden are three times more likely to be bullied than Swedish born children, suggests a...

More

'Let's be lonely together'


Alone and no plans for Christmas? Chris Halvorsen invites you to celebrate with him.

“Let’s be...

More

SD party secretary: "Jewish people and Samis are not Swedes"


Jewish people and the Sami people are not Swedes, according to Party Secretary of the Sweden Democrats,...

More

New partnership to aid homeless migrants


More and more people are facing the cold winter weather on the streets but the Gothenburg municipality have...

More

More tourists head to Gothenburg

Image: Göran Assner/imagebank.sweden.se<br />Gothenburg Harbour

Gothenburg is becoming a popular tourist destination with an increase in visitors this year, according to...

More

Saint Lucia crowned

Image: Ola Ericson/imagebank.sweden.se<br />A typical St Lucia celebration

The winner of this year’s Saint Lucia has been crowned. On Wedensday evening Matilda Almgren became the...

More

Job creation to continue


Job growth in West Sweden is expected to continue through 2015, suggests the latest labour market forecasts...

More

Gothenburg teen killed in Middle East fighting


A 17-year-old man from Gothenburg has reportedly been killed while fighting alongside an Islamic group in the...

More

Kinberg Batra nominated as new Moderate leader

Anna Kinberg Batra

Anna Kinberg Batra looks set to lead the Moderate Party into the upcoming election after she was nominated as...

More

Nevs investor is Mahindra - report


India’s Mahindra Group plans to become the majority owner of troubled West Swedish car maker National...

More

Midwife 'crisis' at Sahlgrenska


Midwives at Sahlgrenska University Hospital complain of tough, stressful conditions without support or...

More

Gothenburg’s economy defies downturn


The large export markets are stumbling, commodity prices are falling and the repo rate is zero. Nevertheless,...

More

Gothenburg takes 'green bonds' to UN conference


Gothenburg continues to attract international capital to finance green investments. So far two billion kronor...

More

Suspects face long sentences in Bergsjön trial


Gothenburg District Court decided on Wednesday to extend detention of the suspects involved in the so called...

More

Gothia Towers' 1.2 billion investment unveiled

Image: Gothia Towers<br />The view from the glass-bottomed pool on tower three

With the third tower now complete Europe’s largest fully integrated city centre venue will be...

More

Suspect detained in unsolved murder of Chalmers student


The former husband and suspect in the murder of Veronica Lin is being detained in Gothenburg awaiting a...

More

Police shortage in city centre


Police in Gothenburg are at breaking point working overtime to patrol the city centre during the busy...

More
More articles (for front page)

Nearly a quarter die alone in hospital

Volvo pins its hopes on new XC90

Sweden's PM announces new elections

Swedish government on brink of collapse

Police make ‘major’ drug bust – 17 arrested

Former CEO charged with fraud

Backa residents stuck with congestion tax

Firefighting at Ringön continues

Asian company to invest in troubled Nevs

Major fire at Gothenburg industrial site

Bus driver caught using cell phone

The rödgrönrosa budget wins the vote


Main partners:

Main Partners (uni collaboration)

Social media:

Linda's twitter logo 2

Facebook






BRG Expat Guide



Advertisements:

Business Region Göteborg

Nordstan D

Most read