I have worked with advertising and communication since 1989 and for years, the word Copywriter was on my business cards. Over time, I have moved sideways and now focus more with brand development and marketing issues in a broader sense. In the mid-1990s, some colleagues and I founded GOSS, one of Sweden’s most internationally award-winning advertising agencies. Our clients included everything from small local bicycle shops and wallpaper companies, to global ski manufacturers and pharmaceutical companies. Since I started in the industry, its conditions and ways of reaching the audience have undergone a complete metamorphosis. But even if we now use different tools, some circumstances remain the same – strong, idea-based communication, properly invested, is unbeatable for driving sales and market value for businesses and brands.
