Goafest 2018: Samuel Akesson decodes the formula for creating impactful ads

On the concluding day of the fest, the art director spoke on the importance of insight and adopting a human approach to advertising

by Misbaah Mansuri
Published - Apr 9, 2018 1:01 PM Updated: Apr 9, 2018 1:01 PM

Legendary art director Samuel Akesson of ForsBodenfors took to the stage during the WIONews Knowledge Seminar on the concluding day of Goafest2018.

Akesson shared personal examples related to agency life at ForsBodenfors and talked about the importance of insight and having a human approach to advertising. Sharing his experience, he said, “In a typical company or agency, people work alone and also face failures alone. At ForsBodenfors, we do face problems, but there’s a sense of community and family.”

The art director also gave the audience a sneak peek into the brilliant body of work done by his agency. Citing his own experiences, Akesson showcased the agency’s campaign for Volvo Trucks and shared that the team had put in plenty of time for research and strategic work for it. The man, who is the mind behind some of the most stellar works, advised that doing insightful research was very important.

Making a thought-provoking point on advertising, he said, “It all comes back to being human. And advertising isn’t very good at that, which is why some works are called bad”.

Being someone who believes in a no-hierarchy workplace, Akesson shed light on what makes an agency with no hierarchy work?

“Responsibility: Project teams are responsible for their work, from brief to budget 2. Trust: Open your work to multiple perspectives 3. Courage: Expressed through your work, making your clients courageous,” he said decoding the key points.


Akesson pointed out that working at a no-hierarchy workplace makes the team members more responsible towards their work and this helps them enjoy it.

Shedding light on the importance of adopting a human approach, he said, “The idea comes down to having a human approach to everything we do. The human approach is surprisingly tricky in advertising, a world that is led by so many corporate decisions and technical advances.”

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