All eyes on Sweden?

December 9th, 2007 | Published in Uncategorized | 4 Comments

At Eurobest, the Cannes Lions’ advertising awards for European agencies, this year almost 40 of the works shortlisted in the Interactive category were by Swedish agencies. German agencies got the second most nominations, over 20, and British agencies 12.

Even though the Grand Prix didn’t go to Sweden this year, Farfar, Forsman&Bodenfors and Great Works Stockholm won Gold, Silver and Bronze for several works. Hasan&partners + Valve won Bronze for their great work for the Cancer Society of Finland.

In the light of the nominations and the results, there seems to be really something about the level of work of certain interactive agencies in Sweden, and it’s not just this year – this phenomenon has been continuing for at least the last 3 years now.

About the author

I’m an interaction designer, information architect, strategist and creative lead, multi-skilled and versed in creative, strategy and technology. I’m also known as an electronic musician who has traveled the world from Tampere to Tokyo. I earned my experience as art director, concept designer and creative director in Scandinavia, praised for its award-hoarding digital agencies, then went on to work in the Middle East, the United States, and Canada.   Currently, I work as Interaction Design Director at R/GA as well as a freelance interaction designer and information architect. My work has been awarded with national and international awards.

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Petsku

Any guesses about the reason for the Swedes dominating year after year? Mine is (partly based on experience) that they are very good at collaborating between various players in the market (client/ad agency/digital agency). Unlike us Finns, who are more solitary and not that good at talking.
Petsku

Any guesses about the reason for the Swedes dominating year after year? Mine is (partly based on experience) that they are very good at collaborating between various players in the market (client/ad agency/digital agency). Unlike us Finns, who are more solitary and not that good at talking.
Karri

I agree – better collaboration between different players in the market is probably one key to Swedes’ success. Also, the home market in Sweden seems even stronger than elsewhere. Web ad spending recently exceeded TV ad spending in Sweden (which isn’t really a surprise though because commercial television is fairly new in Sweden and so TV hasn’t gained as strong of a foothold there as elsewhere). And perhaps Swedish schools, like Hyper Island School of New Media, have also had something do with the success.
Karri

I agree – better collaboration between different players in the market is probably one key to Swedes’ success. Also, the home market in Sweden seems even stronger than elsewhere. Web ad spending recently exceeded TV ad spending in Sweden (which isn’t really a surprise though because commercial television is fairly new in Sweden and so TV hasn’t gained as strong of a foothold there as elsewhere). And perhaps Swedish schools, like Hyper Island School of New Media, have also had something do with the success.

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Conceptology is the personal blog of Karri Ojanen, an interaction design leader, usability consultant, creative director and digital marketing strategist. The posts cover a wide area from advertising to corporate culture, mobile technology to social media, and product design to design techniques. . Subscribe via RSS »

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