He knew that vanity is a sore spot among Swedish creatives.
Therefore, in December last year, he announced a new agency contest that measured, not what the agencies do but what they are. Or, as he expressed it in Swinglish ”Swedens Most Gästvänliga Agency” (most hospitable agency).
Nine of Swedens best agencies entered the contest, ie they invited the jury/the Danish art director looking for a job, to their offices.
He was received with lots of kindness and gingerbread at every agency.
A tough competition but Crispin Porter+Bogusky Europe won thanks to a lunch invitation and a ”when-can-you-begin”-attitude.
A new trophy at CP+B’s office.