Name one fun fact about you, your agency, or market, that people might find interesting?

Sweden runs on coffee: The country consistently ranks among the world’s top coffee consumers. The average Swede drinks roughly 3 cups of coffee per day, and the beloved tradition of “FIKA” – a social coffee break often with a sweet treat – is an everyday institution in workplaces and homes alike.

Taking time to fika isn’t just about caffeine; it’s about pausing to connect with colleagues or friends, reflecting the Swedish value of work-life balance in a tasty way.

What were your two greatest accomplishments of 2025?

Wow, that was a tough one.

If I can only mention two things, they would have to be finally handing over my beloved Start Communication to new leadership – I’m incredibly proud of Vera for stepping into my role after 17 years. This is succession at its finest.

And secondly, I’d say the opportunity to explore a bit of “me-time” for both mind and body.

Name the best things about being an Indie! (Independent Agency)

The strength that lies in our entrepreneurship – the curiosity, the courage to explore, and the ability to make quick decisions. And, just as importantly, the privilege of creating a workplace where people truly thrive.

What do you wish clients could better understand to get the most out of their agency partner?

Dare to be bold and creative at every step. Work together in a truly transparent way – going beyond briefs and KPIs – and embrace collaboration as an ongoing journey. Explore new approaches to creativity, challenge conventions, and keep pushing boundaries to achieve meaningful results.

What does AMIN’s Mantra, “You’ve Got Allies”, mean to you in your own words?

Being with your crew, your tribe – daring to trust each other. Supporting, understanding, and helping one another grow so that 1 + 1 becomes 3. Through rain or shine, you find the right path and solve challenges together for the common good, all while having lots of fun along the way.

Trust, trust, trust – that’s the foundation!

What inspires you most into 2026?

In Sweden, there’s a comic called Bamse. He’s a big, strong bear with a circle of friends, each with unique qualities – and yes, even a few enemies. But what truly defines Bamse is his mantra: Strong, Kind, and Brave.

As we look toward 2026, kindness needs to take center stage. Imagine a future built on that principle – where strength isn’t about dominance, but about lifting others up; where courage means daring to trust and collaborate; and where kindness becomes the superpower that shapes our decisions.

Just like Bamse and his friends, we can create a world where differences become strengths, challenges are solved together, and goodness leads the way. A sweeter future starts with being strong, being brave, and above all – being kind.

Would you rather be transported 500 years into the future or 500 years into the past, and why?

Honestly, I think I’d love to travel back in time – just to understand what we once did that gave us strength and wisdom.

At the same time, I’m torn… should we look back or just keep moving forward? Maybe the answer is somewhere in between. If we can rediscover what made us resilient, we’ll have the power to keep thriving for another 500 years.