How would you describe yourself in 25(ish) words?
Passionate, energetic, impatient, sometimes nice, sometimes difficult, competitive, demanding, understanding, irritating probably, and and and….out of ideas.
How did you even get hired at Advance in the first place?
Contrary to popular legend in the office, I have worked on other clients apart from LEGO. Advance actually employed me to work for a brand called Flügger. I worked on that account for a while, but very quickly got involved started working exclusively on the LEGO account. I think everyone just recognized how easily I can access my inner child.
What was the first LEGO project you ever worked on?
Oh yes…LEGO Znap. I did some other small projects before but Znap was the first project that I managed. It was a new building system which was supposed to compete against a brand called K’nex. No-one has heard of either of them ever since but it was a fun project to cut my teeth on.
What has kept you at Advance for 25 years and how do you stay motivated?
I guess it’s the seductive cocktail of working with a brand and product that I love and have seen evolve so much over time, plus being part of a company with a strong and positive culture and talented colleagues. There’s never a dull moment on the LEGO account and we have a strong and stable team of colleagues and partners here at Advance. Couldn’t ask for a better mix, to be honest.
Which three LEGO projects best describe your 25 years at Advance?
#1 The oldie but goodie would have to be Bionicle. It was a theme we developed together with LEGO Company and was a great experience in so many ways. The collaboration with the LEGO designers, marketing, and all the markets was outstanding; we were on a mission together. That it was a huge success for over a decade was just the cherry on the cake.
#2 LEGO Universe, a massive multiplayer online game, where we worked together with the team in Billund and the game developer in Denver. It was a very cool game and we got to create some very differentiated communication. It didn’t live long but was an interesting foray into the gaming world.
#3 – The LEGO Adults campaigns that we are working on now. It is really exciting doing these global launch campaigns for all kinds of people and is an arena in which the team can really go to town and make cool creative work.