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Interview Series V11 – Mathias Friis ECD at Mediafront Norway

April 30, 2011 at 7:38 by Mark Comments

Executive Creative Director Mathias Friis and MediaFront Norway have won a few awards – Grand Prix and Cyber Lion at Cannes. Gold, Silver and Bronze at The One Show. 2 gold, New York Festivals. 2 Gold and 2 People’s Choice awards at the Webby’s.
Today he speaks to us in the Interview Series.
Q1. What is the number one thing about your job that gets you out of bed in the morning?
I am amazed that I still after many years in the digital business that I still believe I haven’t made close to my best project, and can’t wait to make that happen. But what I love the most about going to work every morning is the “digital community” and the people I work with.. Everyone seems to have the same passion for moving forward – and fast. Everyone has the same goal of climbing something they don’t see the top of. I think that’s special. I don’t think the other creative fields have that particular feeling of exploring – everyday.
Q2. What are your favorite sites/digi campaigns right now?
O shit! Meaning right now? Or …now? I have no idea. It all depends of what mood I’m in. Job, research, inspiration, sailing, hiking etc.
Q3. Who is the new kid on the block – the agency/business to watch for the future?
If I only knew… I think this is the beauty of the business we’re in. There is something new everyday, and there is someone new everyday too. I still think there is many good Swedish companies, and Sweden in genaral really have broken the digital code. It seems like there is just more interest for digital in the country next door. It seems that many campaigns start with a great idea, that always have a great chance in the digital life. Most of the ideas are smart, clean and very understandable. They seem most of the time to also have thought of a life for the campaign outside the digital erea. That helps the total. It also helps many more people in the industry to get innvolved. Not only great crazy web developers.
Q4. What sector would you say is furthest ahead in digital marketing at the moment?
It seems like those that have come up with useful tools that people can use is a little bit in front right now. It started with Nike, and now it seem to be thousands of nice tools that is used more than once. Those that are able to connect these nice features with sales have the key to peoples heads and hearts – over time. It’s important that we start thinking a little bit bigger than just campaigns.
Q5. What technology or initiative is most likely to revolutionize Web/mobile marketing?
I don’t know, (which is the beauty) but, it seems like JavaScript is going to kick some ass the next couple of years, since all the different tablets are going to have a huge impact this year and the next couple of years. We have also started to se many great pieces of creative work using “old” technologies.
Q6. If you could wave your magic wand and change one thing about digital marketing what would it be?
Schools. SCHOOLS! This creative field needs more people in all digital diciplines. Everything from Creative people to graphic designers, industrial designers, strategists, planners, project managers, producers you name it. I dont get it. Why aren’t schools grabbing this opportunity and start a massive new creative wave?
Q7. What’s the biggest mistake people are making in mobile/Web marketing?
I think one of the biggest mistakes we do these days is that we are still running campaign in campaign periods of 2 weeks 4 weeks or whatever. It’s time to think in a longer perspective and that the connection with people should last longer than a short campaign period.
Q8. What is the most useful resource site/blog you use?
I have always been a big fan of books. I have bought a lot of design and creative books my whole life. But in the last 5 years or so, it just doesn’t do it for me anymore. Sad, but thats the way it is. Now, I tend to turn to google for all inspiration I need. And of course blogs and sites that friends recommend.

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