What would you say characterizes your agency's creative process and ambition?
Our agency is defined by a strong creative core. We have very high ambitions within the LIWLIG Group when it comes to creativity, aiming to constantly think outside the box, push boundaries, and deliver innovative solutions to our clients. Our goal is to drive and be part of the development for the entire industry. We want to be pioneers, visionaries, and create change through our work. In Sweden alone, we have built a studio with over 30 people, more than many of our competitors have in total at their agencies, and within the group, close to 100. This gives us a fantastic opportunity to offer something that is otherwise challenging to achieve in terms of strategic creativity. We also have the luxury of having become so large that we can refine and develop all roles, allowing for full focus on one thing instead of being forced to split responsibilities across too many areas. Our competencies range from planners, strategists, AI experts, copywriters, designers, content managers, and creatives, to name a few.
How do you view this in relation to your clients?
We view our relationship with clients as a shared journey of development. Clients who have been with us for longer periods have embraced and value our working relationship; they realize the benefits of what we offer and the value it brings. This not only leads to innovative solutions but also promotes their own strategic thinking and planning. We see it as essential to challenge our clients while remaining open to being challenged by them. The most successful journey is the one taken together.
Everyone talks about creativity; how do we avoid it becoming a cliché?
Creativity is, first and foremost, something very demanding that is related to people's desire and mental energy. Therefore, it's about creating optimal conditions for people responsible for being creative. In many workplaces, there are neither the conditions nor a clearly defined goal connected to creativity. In our business, it is intimately linked to the value we deliver to our clients. In that way, there is a very rational reason for us to invest in creativity. When we increase the creative level, the value of the product we deliver increases.
How do you see the agency's and LIWLIG's role in driving the sustainability issue? Where does your responsibility lie now that you are so large?
Our work has a deeper meaning and impact than just the environmental impact, which we work very hard to change in our industry. But looking at it broadly, we have the power to shape social sustainability in society through many of our projects. By being socially responsible and conscious in our strategies, we aim to create experiences that are not only memorable but also make people feel better. In recent years, under the guidance of our Head of Sustainability, Josefin Mill, we have incorporated all these perspectives as a natural part of all our processes, from idea to production. In LIWLIG Group, we have the privilege of interacting with over two million individuals annually in the Nordic countries. It is a significant and impressive group of people that we have the opportunity to positively impact and contribute to for the better. An enormous opportunity and an equally given responsibility. And then think about the additional effects that spread like ripples from their influence, wow.
What do you hope to achieve through your agency's creative efforts?
Our vision is to be a catalyst for positive social development. By initiating and implementing strategically creative projects, we aim to promote a society where social sustainability is a cornerstone in every company's DNA. Our ambition is to channel creativity to strengthen, educate, and inspire companies, organizations, employees, and communities, with the purpose of contributing to a more inclusive and sustainable future. I see that as the biggest task for our industry in the future.
What trends in creativity and social sustainability do you see emerging in the coming years?
As I mentioned before, we see a clear trend towards a more holistic view of brands and companies. More and more companies realize the importance of integrating social sustainability into the core of their brand strategy and business models. It is no longer just about creating attractive products or services but also about being a positive force in society and contributing to global sustainability goals. Social sustainability is on everyone's agenda, especially now after the pandemic. There is a social responsibility both for companies and societies that we must work together to address.
How do you think these trends will affect the work and creative processes of agencies in the future?
I am convinced that agencies will need to become more adaptable in their way of working. There needs to be a deeper understanding of the social and environmental challenges we face and a willingness to use our creative capacity to address them. Collaboration, innovation, and a diverse mindset will be crucial. The biggest adaptation lies in understanding that the responsibility lies with all of us.
It is said that the most challenging leadership is for creatives; do you agree?
Yes, both yes and no, I would say. Leading creative people can be a complex task because each individual has their own unique creative process, making a standardized work model inefficient. Creatives often have a strong personal connection to their work, which can make them particularly sensitive to criticism. They also value their independence and strive for the freedom to pursue their ideas, even though creativity itself can fluctuate and vary in productivity. The difficulty of conveying abstract ideas or visions can also contribute to misunderstandings within a group or in communication with clients. In LIWLIG, we have created and implemented various strategies and approaches that balance the need for structure in creative work with preserving artistic freedom. Effective leadership for creatives means understanding these challenges and adapting one's leadership style accordingly. Once mastered, the process becomes easier. It is essential to be in close contact with your team, sense their energy, needs, and plan accordingly.
And what makes a good creative leader according to you?
I would say someone who understands and cares about their team, communicates clearly and inspiringly, takes responsibility and is a role model, makes thoughtful decisions, develops their team through coaching, has a clear vision and shares it. Someone who can adapt to change, quickly understands trends and how they will impact the world. A person who promotes all kinds of participation when possible. A good leader also creates a positive work environment and helps their team understand and achieve their goals. A leader who builds confidence, strong self-leadership, and psychological safety in the group and at the agency.
Would you say you embody all of the above?
I strive for it but am immensely humble in the task, aware that I never become fully learned, but I have gathered extensive experience that I can benefit from. As a big fan of the Japanese Kaizen philosophy, I embrace the idea of continuously improving all aspects of life through consistent and small changes, the perpetual learning.
At the same time, I realize that my high expectations can sometimes create a demanding work environment for those around me, but reaching the high goals we set sometimes requires intensifying our efforts. It's about finding a healthy balance between being supportive and demanding progress. The comfort in that is that I put even higher pressure on myself and my own deliveries and contributions.
But answering your question, I strive to embody the qualities I value, as mentioned earlier. To put it simply, under favorable circumstances, yes, I often manage to maintain these qualities, but there are days when it is more challenging, of course. Those of us in leadership positions are also human, and it is human to allow ourselves to waver, make mistakes, and sometimes fall. It is part of being authentic and genuine, which I always think one should strive to be, teach, and allow others to do the same!
