Ivar Insulander

I started at Weber Shandwick about 6 years ago.
Before joining the agency I founded and managed
a digital communications agency in Gothenburg.

I’ve been to the world’s largest cleaning trade show,
Interclean in Amsterdam. Over the course of three days,
several airport hangars are filled with the latest
cleaning tech and 30,000 cleaning professionals. It’s
by far the weirdest place the job has ever taken me.
I’ve also played soccer on the Swedish National Arena
in Stockholm, before it opened to the public. Even
though I’m not a huge soccer fan, that was kind of cool.

If I wasn’t in this industry I would most likely
work as a psychologist. I’m fascinated by people,
how the mind works and the social stigma still
associated with mental illness. Working as a planner
is probably as close as you’ll get to psychology,
without going back to school. That’s why I love it.

“It starts with what they care about, not what we
as a brand care about.” Or another great one is
“creativity is our best weapon to change people’s
minds, and ultimately their behavior.”