Scan Magazine, Issue 137, December 2021

Page 20

Scan Magazine  |  Special Theme  |  Industrial Design from Sweden

Melodifestivalen 2021.   Photo: Stina Stjernkvist, SVT

The importance of achieving balance All marketers are in search of potent, sustainable campaigns. The holy grail is to create programmes that both build brand loyalty and gain customer traction. But with the marketing landscape constantly changing, there are fewer agencies that rise to the challenge of determining a creative leap while delivering extraordinary execution. LA+B seeks to achieve both. By Malin Norman  |  Photos: Love for art and business

Using a unique methodology, LA+B helps its clients in an agile, pragmatic and innovative manner to conquer this increasingly discontinuous world. Love for art and business, simply known as LA+B, is a unique customer experience agency. It was ahead of its time when first set up in a cellar in an unfashionable part of Stockholm in 2007. Today, it stands out because of the panoply of expertise. LA+B is a team of thinkers and doers, a careful symbiosis of the strategic and practical, of dreams and ideas brought to life and then delivered with a ‘punch’. “Our perspective from the outset was design thinking – yet from there, we learnt the importance of execution – and thus we 20  |  Issue 137  |  December 2021

coined the phrase ‘from thinking to doing’,” says Jonas Lundin, CEO. Lundin leads the strategy unit at LA+B, but he also has a background in industrial design. “Some of the methodologies I learnt in my industrial era are applicable to the work we carry out for clients, regardless of whether it is less visible work such as consumer insight definition or the more dramatic, high-profile, technically challenging TV production work.” Consumer journeys allied to the sustainability agenda Nearly every client brief that LA+B receives has a sustainability question to be considered and answered. “Every brief is

going to bump into this challenge,” says Lundin, proudly adding: “That’s why I insist that the senior team reviews every new client brief together and determines the right approach from a sustainability standpoint. We are currently doing an important campaign for one of Sweden’s most renowned, fastest-growing tech companies that aims to achieve sustainable recruitment and development of world-class talent.” Lundin emphasises the importance of mapping the user journeys, for employees as well as stakeholders and consumers, and explains that LA+B designs important touch points for businesses on this journey. “A brand can interact with the consumer all the way from initial communication through their experience, and eventually to the recycling of the product – this is self-explanatory. But when designing each step, we have noticed the importance of developing parallel employee journeys and the need for internal tools for implementation.”