Growing people and brands Part of an industry which is notorious for its non-stop working mentality and poor work-life balance, Perfect Fools is the Swedish comms agency proving that agency life can be sustainable. And that by putting people and their well-being first, great work becomes the standard. By Emma Rodin
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Photos: Alexander Donka
The ultimate goal for Perfect Fools is to have the best employee well-being in the industry, while also being the best agency overall.
the team, which also puts a healthy dose of pressure on me to be a good role model and act the way I expect others to”.
“To us, it’s less about what we deliver and more about what kind of business we are,” CEO Klas Lusth tells Scan Magazine. “Of course, this is partly down to profit and business value as people who feel good do better work, but we also just want the office to be a safe space where you dare to think big but aren’t afraid to fail. Well-being is obviously a hot potato right now, and we talk a lot about it within
With 22 years under its belt, Perfect Fools has been around long enough to shapeshift more than once. The agency started off in the realm of digital production where the team helped advertisement agencies create their digital campaigns, ranking them top ten in the world by doing so. However, over the years, the offering has naturally changed in line with society and the market, and the team has
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Issue 161
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December 2023
A digital nomad
gravitated towards working more directly with customers instead of just being the middleman. Fast-forward to today and Perfect Fools is a go-to partner for any sort of branding challenge clients may have (even though the digital focus is still very much there). “Whether we’re crafting a new visual identity for a telecoms brand or creating a campaign to increase awareness of alcohol consumption, we approach each project with a strategic mindset, respect and curiosity,” says Lusth. “We pride ourselves on a lack of prestigiousness and work closely with our clients to make space for both parts’ competence.” Thinking outside the box Perhaps it’s the curiosity and urge to evolve that has led to the launch of Pow-