Three Questions for... Jerker Fagerström

Three Questions for Jerker Fagerström, Executive Creative Director, McCann Sydney

1.  What are you most excited about that’s happening in the industry today?

To work at the intersection of technology, humanity and creativity when mining for ideas is really exciting.

2. And if you could change one thing about the industry, what would it be?

I wish we as an industry would be more interested in embracing accountability – we all know that work that’s of award winning quality is far more likely to be effective than work that is not, but we still don’t make creativity a business driver for our clients.

3. What is your favourite ad of all time and why?

The Beauty Inside by Toshiba and Intel is one of my favourites of all time. Simply brilliant to take a product and a brand that wasn’t considered to have creative potential and redefine what can be done digitally if you push hard with a great idea.

Watch the first episode here:

And the rest here: