Small questions, big thoughts

We managed to get hold of Fredrik Heghammar at Perfect Fools Stockholm, one of many cool production companies that started in Sweden and that help agencies around the world execute their ideas to perfection.

Perfect Fools also has offices in Amsterdam and New York.

Previous agencies
Framfab, Abel&Baker – Project Leader
Lowe Tesch – Project Manager
Garbergs – Web Director
Perfect Fools – Project Leader, Managing Director

So, I saw at your LinkedIn that you moved on to be the Managing Director at Perfect Fools Stockholm. Is there any change in the office to come?
Yes I did, we have worked a lot on PF’s structure to achieve even more room for freedom and great ideas.

So tell us little about your background and how come you ended up in this industry?
I’m the moped driving, arty musician guy ending up as a jet engine technician just because it was handy to combine with all playing in the late -80’s. In -96 our band got an manager who took care of everything for the band so my of stage situation became really dull. I quit the job and ended up at a Dartotek where I did a webpage for a guitar store, I was really amazed by what you could do with internet and in the middle of everything I got the opportunity to go to a multimedia school (Capital School of Multimedia). That was the start…

In the online industry a lot of people are self taught, what is your opinion about education VS no education?
You need both worlds, if you are good you’re good no matter where you got your education.

Though Perfect Fools is a production company, how much are you involved in coming up with and developing ideas with the agencies you work with?
A lot I would say. We have a really good relationship with our clients so we are always welcome to contribute to make an idea better.

In this business it’s important to be innovative and deliver new and groundbreaking stuff. How do you at Perfect Fools convince the client to pay for something they’ve never seen before?
We work hard to keep everyone involved on the same track during a production. We have some methods and “tools” to show the steps towards the end product.
But in a way our clients have already made the first step into the experimental world by choosing us as a partner, innovation is our middle name.

How do Perfect Fools look at the award winning criterias? It’s always the agency that win the awards rarely the production company. Is it unfair do you think?
In a way it’s not fair, but if you want to play you have to follow the rules.

Tell us some of the best moments in Perfect Fools history?
The Grand Prix we won together with Forsman & Bodenfors for the AMF campaign last summer was such a blast! Both the prize itself and the fact that the whole PF crew from all 3 offices were together down in Cannes celebrating!

Is there a perfect dream client or brand that you wish to work with?
The fact is that I have had the pleasure of working with a lot of my dream brands already and for me the idea is more important then the brand or the client.

Right here, right now, which campaign or what piece of work are you impressed by at the moment? You are not allowed to pick one of your own.
The story of Anvil, http://www.anvilmovie.com/

What do you think will happen the upcoming 3 years, any big changes to expect in online advertising? Will we witness the banner die?
I hope the banner doesn’t die, but I do hope the current formats and the “not so creative” media agencies die soon. There is so much you can do out there, don’t let them stop you!

Since a fool can’t be all work and no play, what was the latest humor/youtube email you sent to your co-workers?
The giant dead snake. http://www.youtube.com/watch?v=ckscMng3L4w

What do you do to keep your different offices together?
We trust each other.

Which book is laying on your bedside table?
Small Giants by Bo Burlingham

Any last words?
Don’t forget why you are doing what you do, and make sure you enjoy it.

Thank you Fredrik for taking your time. Keep up the good work!
Thanks.

Interviewed by Linda L & Cat