15.12.2025
Your professional career is truly impressive. Trained as an art director, you founded two agencies in Stockholm, then worked for three major advertising agencies, and have now been brand manager at HWZ International for over twelve years. How would you compare your time as an agency owner with your current work at HWZ International?
It's like night and day. Today, I work on the client side and work with our products instead of with the products and services of various clients. My current focus is on branding, marketing and smaller campaigns – whereas during my agency years I worked for large clients such as airlines, shopping malls and the fashion industry.
Another big difference is the team structure. I used to be surrounded by large creative teams working for the same client. Today, I often work independently – although I've had a colleague by my side again for a few years now, which is great! It's always inspiring to have someone to bounce ideas off.
The industry itself has changed enormously over the years. When I started out, there were no computers – everything was done manually. If you wanted to create a brochure, you had to plan the layout, purchase the text from a typography company and create the artwork by hand on a panel using a scalpel and wax machine. So you had to know exactly what you were doing from the outset. And if you forgot something important, you had to start all over again.
What made you decide to leave self-employment behind? And what lessons from that time have stayed with you to this day?
I founded my first agency at the age of 25. After many intense years, I decided to take a break, travel and clear my head. Later, I returned to the creative industry as an art director and even founded a second agency.
The most important lessons I learned were reliability, meeting deadlines and curiosity. I try to apply these principles to everything I do. Life in Switzerland supports this attitude because the work culture here values quality, trust and consistency.
Today, tools such as AI can be used to create entire films from text and images. This is fascinating – and shows that you should never stop learning in this profession.
What does a typical day as a brand manager look like? Are you responsible for a specific product line or do you oversee the entire range?
My days are very varied. I develop product names and concepts, design brochures and packaging, prepare presentations and technical documentation, and support product launches. I enjoy this variety and the mix of structure and creativity. It suits me very well.
You are originally from Sweden. How long have you been living in Switzerland?
I have been living here for about 14 years. I never thought I would end up in a Swiss city, but honestly, I believe I have ended up in one of the most beautiful places in the world – Lucerne. We have mountains, lakes, hiking trails... everything. And I also love Swiss culture – for example, the Schwingete!
What was one of the biggest culture shocks after you moved? And is there anything you think the Swiss could learn from the Swedes?
The rules! We have lots of rules in Sweden too, but they're not quite as strict. In Switzerland, you quickly notice when you've done something wrong! I don't think the Swiss have much to learn from Sweden – our countries are quite similar. But perhaps Switzerland could take some inspiration from Sweden's diverse food culture?
Our readers don't know that we're speaking English right now – but you're currently taking a German B2 course. How's that going? And do you already have a favourite word in Swiss German?
My Swiss German is getting better every day! My favourite expression is ‘en guete’ — I think it's so charming that you say it to everyone who is eating. I also like ‘scho guet’ and ‘hör au uf’.
You describe yourself as a “sports chameleon” – with hobbies such as skiing, golf, squash, hiking and inline skating. Is there a sport or activity you would still like to try?
I think I've tried almost every sport there is! I grew up on an island in Stockholm and was a Sea Scout, so I did lots of water sports – jet skiing, sailing, basically everything you can do on the water. Now I'm working on getting my boat licence here in Switzerland – but it's completely different because you have to know all the rules for every lake!
When you're not commuting between Sweden and Switzerland or working on projects, what does a perfect day off look like for you?
I don't like staying at home – unless the weather is really bad. In winter I go skiing, in summer I go hiking or stand-up paddleboarding with friends. I need this energy! Luckily, my girlfriend feels the same way – she doesn't like sitting still either.
And finally: What is your personal motto or philosophy of life?
My motto is: What doesn't kill you makes you stronger. For me, that means staying positive, accepting challenges as they come, and always moving forward with a clear head.
Thank you very much, Anders – for your insights, your humour and your inspiring view of work and life.