Ulf Westmark Interview(s)

I'm at a point in my life and career where it's becoming increasingly important to give something back and from a personal perspective, it's always invigorating to see great ideas from all over the world and to - yet again - be amazed that our industry keeps coming up with great stuff that is rooted in solid creativity, yet embracing new trends, cultural shifts and new technology.

It gives a much more holistic approach and adds a more real world serious element vs. the traditionalt approach of having the advertising industry padding ourselves and each other on the back.

Entry fees can add up to a serious amount each year, this approach gives creatives and agencies an opportunity to test the water before jumping in and minimises the risks.

A rock-solid creative idea or concept that is based on a recognisable human insight that releases a tension and is applicable across media platforms. Adding a touch of tech makes it even better.

Generative AI for sure, especially overcoming the inflated peak of expectations and using it as any other available tool in the toolbox.

No idea. Yet...