What does this graph mean?
It means that I work mainly with strategy and copywriting but it is the user experience in both that connects the two. The
user experience is my common thread and guide when I develop strategy as well as write copy. The circles are united
because how I work is that I combine the thinking between these three areas. When working with strategy I like to make
sure that the team and I know what we are dealing with. I love research, analyzing and evaluating digital data,
communication, and approaches. Identifying problems or challenges in the research phase makes it easier for me to
help the client.
It is fundamental to my work as a strategist to set a strong team. The whole team must be engaged in the research
phase in order to create a common ground. When everyone in the team understands what we’re trying to achieve,
we’re more likely to develop a strong and creative strategy and concept.
When working with copywriting my main goal is to communicate to the target audience in ways they understand and
feel part of a brand. My copywriting is also about bringing the strategy to life. So, where does user experience come in?
Well, everywhere actually. User experience for me is about building trust, understanding and satisfaction. My work with
strategy and copywriting is all about that, too. I put a lot of my focus in research around the target audience / end user
in order to understand how they behave and what they need, and my copywriting is about talking to them (meeting their
needs and behaviors) for them to gain trust, understanding and satisfaction towards a brand. So it all comes down to
creating something that makes sense to the end users, and I craft my copy by thinking, listening, and writing.
Values I carry with me in my work
How I work and what I do
• In and/or with teams
• Gather, analyze, and evaluate user- and market research
• Formulate insights
• Creative process and concept development
• Copywriting (branding and internal communication)
• Build up, stereotype at ﬁrst, unexpected ending
Copywriting and UX comments
• The copywriting in this commercial is brought to life with a simple, yet genius approach.
It is entertaining and honest. What Pucko is, is a chocolate milk beverage. Why promise
anything else but a great taste experience? By promising only what the product actually
is there is a bigger chance the customer will feel trust towards the brand.
• Regarding the user experience this commercial leaves the consumer entertained and
only promising that they will probably enjoy the drink. Focusing on the user/consumer
and the experience they gain, in it’s very limited but pleasing way. The unexpected
ending is smart, not only does it make the customer react but it tells them something. It
tells the customer what they actually know, that the drink is only a tasty drink, it won’t
necessarily change their lives. This is telling the truth, unlike many other commercials,
making Pucko’s commercial different and trustworthy.
• Lately there have been similar commercials where the advertised product is put forward
as nothing else but what it in fact is. These commercials I’ve seen has been for
marketing products that are 100% natural. This is a clever way to communicate that the
product needs no ”ﬂuff” or pampering to look good, because it is, in its own natural way.
• Going back to the roots
• Long term strategy
• Strong message
• Emotionally engaging
• The ”Anthon Berg” brand was about to vanish and reached
for help. They were once a luxurious and appreciated
chocolate brand. But were lately associated with airports and
grandparents, hardly in a good way.
• Solution? Generosity (found as their approach way back) -
Every campaign and all communication/copy now have
something to do with this word. It gives the brand an identity
and uniﬁed approach.
• What about the target? Once being known as an ”elder’s
chocolate” brand it now speaks to anyone within a
relationship of any kind. Giving is loving.
• Wakes interest and awareness
• Sustainable preach
• Long-term strategy
• Encourages people to make a sustainable change
• Patagonia was a well-known sports brand. They did more than well doing what they did.
However they realized their responsibility, and their capability to affect, towards the
• They created this new strategy approach where they asked their customers not to buy any
new clothes from them. WHAT?! You might think. Yes, What happened was that they offered
their customers to repair their old Patagonia sports wear instead.
• Patagonia took a BOLD step and in return they got a lot of positive reactions around the
world. It was a new approach within the retail industry, otherwise related to over consumption
and renewing. It was a smart way to spread awareness, making people aware of how they
can make a sustainable difference. Instead of throwing out the old and buying new things,
things can actually be as good as new with some repairing.
• Patagonia thought about the whole package, leaving no hassle, they offered the repair
service for a reasonable price, cheaper of course than for customers to buy new items.
• This strategy was bold, different, new and smart. And above all it is a long term strategy
which has only made the Patagonia brand stronger and more trustworthy.
• Not thinking twice
• Words mean everything here. Bucket list- associated with
death which Malaysian Air was too, after the incidents of two
disappearing ﬂights only one year back.
• Ignoring the past
What to do differently?
• Malaysia Airlines was in deﬁnite need to get back to being a reliable airline,
with a new strategy, after the two tragic incidents some years back. Promising
dreams come true, luxurious prices and life long experiences (ignoring the
past) was Malaysia Airline’s way to do so.
• ”The ultimate bucket list” was an insensitive way to ignore the past. There were
a lot of critics due to this campaign and mainly the choice of words, bucket list
being associated with ”things I want to do before I die”, was clumsy. Although,
thinking about it, even though the wording was not great I don’t think other
words could save the situation. Rearranging the words could still make the
airline look foolish or ignorant.
• The airline was/is in desperate need of gaining trust and recognition of being
safe. Although it is hard to escape the past. In my opinion there is no quick ﬁx
in this situation but a step - by - step approach in order to gain this needed
trust. Maybe by doing what Anthon Berg did, looking back at their roots, trying
to rebuild the brand by looking at what they were resembled with beforehand.
• Where to be visible?
• What are they trying to achieve?
• Is this right?
• The end message is ”kill yourself” (?!)
What to do differently?
• Apparently this was suppose to be a fun way to market themselves for
wanting to gain ”customers”. Come closer as in come too close.
• Yes, it was eye-catching and raised many opinions, some think it was
hilarious and some think it was awful. I agree with the later.
• Everyday there are numerous suicides on railways. This is an
insensitive ad towards the many people who are related to such
• I would advocate a strategy in which the customers would feel an
understanding and that the funeral services was on their side. If I were
to rearrange the strategy for this funeral service I would approach the
customer in a way so that they, in their vulnerable state, would feel
support and trust.
• Diversity - Just by inviting a foreign woman to participate in
the commercial (?!)
• Making this woman seem exotic (not western), a bit foolish,
talking weirdly. That is racist!
• Separating ”them” and ”us” rather than making it feel
relatable. She becomes something we can laugh at, not with.
• Trying to rearrange norms, goes wrong.
What to do differently?
• This commercial is pretty old, but it was during the time IKEA was
marketing themselves as a diverse company. I just think it is
interesting in which ways the approach came to life in this
• Diversity is for me not pointing out differences such as ”us” and
”them”. It’s about culture, yes, it’s about accepting, yes, but by
separating people, some will feel distance and misunderstanding.
• Something all of us have in common are feelings and what makes
us feel united are experiences. IKEA’s later campaigns are more
about that, not pointing ﬁngers at that one person but telling stories
that many can relate to. IKEA has stepped it up, in my opinion, but
the commercial I’ve demonstrated here does better in the archive.
What do these cases say about
me and my work?
• I believe in building a client and user trust. To do so there are
no simple rules. But the approach of being humble and
transparent is what I advocate. This means to not joke about
death, pushing someone else down, or discriminating people
from other cultures. But this meaning to make brands and
businesses role models when it comes to the choices a user
or customer are facing. Making it easy for them to think
sustainably and open-mindedly.
• I ﬁnd it my mission to make this world a better place
somehow. And I like to think that I know how I want to do so -
By simply making it easy for users and customers to make the
For you to get to know me better, I
arranged two more slides just for
Clients I’ve worked with during
• Audi Unite / communication strategy
• Good Talents / digital strategy
• IKEA workspace / strategy
• Adidas NEO / communication strategy
• Ericsson m-commerce / tech innovation and strategy
• Enkla Elbolaget / communication strategy
• Conventus Karlskrona / strategy
• Världsinfektionsfonden / marketing
Lets get personal
• I have a daughter
• I am afraid of heights
• Need my morning coffee
• Favorite meal is breakfast
• Favorite color is green
• Used to play the saxophone
• I love running and dancing
• I do not love cats
• Big passion for interior design
• I am a morning person
Enough about me. Let’s talk about you.
My last slide is for you, my contact information
if there is anything I can help you with.