Hello, I’m Mats
WhO and What?
I’m an award-winning, Freelance Senior Creative working in London and the South East. As a former digital Creative Director, I take my passion for developing big 360 creative ideas and, when needed, apply them to a social first mindset.
Originally from Sweden, I’m well established in the UK ad world with many years in some of the biggest and best London agencies as well as some of the smaller boutique ones. I’ve worked across all media as a CD and AD.
Day to day work can be either developing big idea creative concepts, creating decks and presenting to ECDs, strategists or clients. On a different day I can be taking approved concepts through to production via collaboration with studio, designers, writers, photographers, directors and others.
I’m a visionary creative that can deliver big ideas work without losing track of the overarching strategy or brief. While at the same time keeping an eye on the craft of the granular that comes from 25 years of shoots, post-production and detailed design work. Many times during my career have people have commented on my ‘amazing eye’.
I’m easy to work with, happy to be collaborative and always care hugely about the finished creative work. I’ve often played a lead role either as a CD or just as a Senior AD. A few years ago I took a small department of young designers and writers, yet to win any awards, and through patient creative leadership, turned them into a small but effective award and pitch winning team. Several of them are now Creative Directors of big London agencies.
As a freelancer I’m well liked. See my 5.0 star rating on YunoJuno or some nice things people have said about me below. (Download my CV here)
What some People say
“it’s not often the only issue for the client is which concept to pick because they’re all so good!”
— Grace Bassett
Account manager The Pharm
“Brilliant. Collaborative, helpful and skilled”
— Stuart Collins
Creative Director Verve Marketing
“Fantastic - we'll be re-hiring Mats when he's back from holiday!”
— Jennifer Kemp
Head of Resources VMLY&R
“VERY creative and a joy to work with”
— Marielle De Jong
Marketing Director Unilever Food
“Crazy Swedish humour”
— Ian Cassie
Creative Director The Bank
“Visually Innovative, his thinking is always clear, insightful and fresh”
— Wayne Pashley
Creative Director Cheeky
“Creative genius brimming with ideas and concepts that will elevate any brief”
— Kalli Daffin
Digital Director WLD
“The best Creative Director I’ve had the pleasure to work with”
— Sean Holden
Senior digital designer WLD
“His concepts are simply wonderful and the execution of them flawless”
— Greg Phitidis
Creative Director WFCA
“One hell of an Art Director. He’s been an inspiration”
— Olly Wood
Creative Director McCann London
Awards won as CD
Davey Awards – Gold & Silver for ‘Adventure time’/ Cartoon Network.
Lovie Awards – People’s Choice & Bronze for ‘Adventure time’/ Cartoon Network.
Communicator Awards – Gold & Silver for ‘Adventure time’ / Cartoon Network.
W3 awards - Gold & Silver for ‘Adventure time’ / Cartoon Network.
Dadi Awards - Commendation for Snow pixel Twitter challenge.
The Drum Network Awards - Silver for Cartoon Network.
Pixel Awards - Commendation for ‘Educating Elmore’/ Cartoon Network.
Fresh Awards - Silver for ‘World MS day’.
Kent Digital Awards - Bronze for ‘World MS day’.
A.www.ards - Site of the day for ‘Educating Elmore’/ Cartoon Network.
A.www.ards - Site of the month for Cartoon network.
Awards won as AD/copy
Muse Creative Awards - 2 x Platinum, 1 x Gold for Jaguar I-Pace
Vega Digital Awards - Visual effects winner for Jaguar I-Pace launch
Soho Shorts – Gold for 30 sec TVC for Yazoo Milkshake.
Fresh Awards - Gold for 30 sec TVC for Yazoo Milkshake.
Kinsale International Awards - Finalist 30 sec TVC for Yazoo Milkshake.
The Roses Awards -Bronze best 30sec TVC for Yazoo.
Fresh Awards - Gold best consumer print campaign for Bialetti.
FMA Awards - Best online marketing campaign for Dream doors.
Tank!/DMA People’s Choice Award - Grand Prix and Gold for Norwegian Tourist Office.
M&M Awards - Best multimedia campaign for Norwegian Tourist Office.
Cimtig Travel Awards - Gold for Norwegian Tourist Office.
London International Advertising Awards - Interactive Finalist Dell.
Scottish Advertising Awards – Silver for Irn Bru.
Scottish Poster Awards – Gold and Silver for Tennents Lager.
The Grocer Awards – Gold and Silver for Irn Bru.
The Roses Awards – Bronze for Irn Bru.
Creative agencies I’ve worked with
As Freelance AD / COPY
PG One Saatchi, Havas Health, The Pharm, VMLY&R, M&C Saatchi, McCann, Prism Sport & Entertainment, TMW Unlimited, Publicis Poke, Verve, HelloFresh, H+K strategies, GHG London , OMD Worldwide, 360i, Agency Space, Bisqit, Cheeky, Hogarth, Brave, FKC, GTB, Spark 44, Hey Human, TRIBE, WDMP, Draft FCB (Russia), Cyber Interactive, Leagas Delaney, Communicator.
As Perm CD
We Love Digital
As perm AD
DDB London, The Bank, CDP, The Leith agency, WFCA.
some of the brands I’ve worked with
BEAUTY, FASHION & Lifestyle
Herbal Essences • H&S Bare conditioner US • Aussie Haircare • Boots UK • Cetaphil • E45 Cream • Benzac • Nivea Men • Nestle Skin Health • ROC • L’Oreal • The Perfume shop • M&S fashion • Vivid Vapes • VELO smoke free pouches • GLO
Automotive
Jaguar • Land Rover • KIA • Ford • VW (Retailer) • Yamaha motorcycles • McLaren Formula 1 (BAT sponsor)
Entertainment:
The Wizarding World of Harry Potter • Tuner media (Cartoon network) • Endemol shine (Deal or no deal) • William Hill • Ladbrokes • Channel 4 • Eurosport
Food & Drink:
Walkers Crisps • Lucozade • Irn Bru • Red Bull • Pilgrim’s Choice Cheese • Clarence Court Eggs • Arla Protein • Yazoo Milkshakes • Nomadic yoghurt • Haagen Dazs • Patak’s • Garden Gourmet (Nestle Foods) • Godiva Chocolates • Glenfiddich • Fibre One • Grolsch Beer • Peroni • Tennent’s Lager • Martini • Cuervo Gold tequila • Strada • Ella Valentine • Berringer wine • Nescafe Milano • Skippy peanut butter • Spam • M&S food
Technology:
Sony Mobile • Vodafone • Huawei • Panasonic • Sony Bravia • Sennheiser headphones • Dyson • Miele • Canon
HEALTHCARE:
BUPA International • BMI Hospitals • Bayer Xarelto
financial:
1st Central insurance, Axa • Fexco • Zurich • Switch • Investec • Western Union
charity
World MS day
New business wins
1st Central Car insurance - As freelance AD / Copy for Cheeky
Turner Broadcasting / Cartoon Network - As CD for We Love Digital
Sony Mobile FIFA World Cup Digital Sponsorship - As CD for We Love Digital
Endemol Shine Group - As CD for We Love Digital
DFDS Seaways - As CD for We Love Digital
Maersk Line - As CD for We Love Digital
Nescafe Milano - As Freelance Copywriter / AD for Tribe
BMI Healthcare - As AD for WFCA
Martini - As AD for The Bank
Bialetti cookware - As Copywriter / AD for WFCA
Norwegian Touristboard - As AD for CDP
6C hotel group (InterContinental, Crowne Plaza, Holiday Inn etc) - As AD for CDP
Switch - As AD for CDP
Eurosport - As Copywriter / AD for DDB London
