Fredrik Carlström is the Chief Executive Officer and Executive Creative Director of Great Works America, a full-service digital marketing and communications agency that represents a diverse range of clients including Absolut Spirits Company, H&M and Nokia. In his dual roles, Carlström, a veteran marketing executive and acclaimed film producer, utilizes his deep and broad experience in both marketing and entertainment to spearhead Great Works America"s mission to create innovative and cutting-edge campaigns that engage consumers and encourage them to interact with leading brands.
Carlström joined Great Works America in February 2007 when the company opened in New York and signed an exclusive partnership with Carlström"s Third Factory, a film production company — the first deal of its kind between an advertising agency and a film production company. This partnership marked the transformation of Great Works America into a marketing agency that bridges the worlds of advertising, art, media and entertainment.
Question: Is there an obligation to give back?
Fredrik Carlstrom: Yeah, I mean I think-- I think that corporate responsibility is-- and again, it’s such a-- it’s like-- all of a sudden, everybody’s eco, you know, environmentally friendly? You know, everybody’s trying to be a certain thing. I think like why do you do it? And how do you do it, and is it part of-- again, it’s like a person. I think-- I’m not a very spiritual person. I’m not a very sort of religious person. I try to be ethical, and I think people, as well as companies, should be ethical. I think that, I mean, I think it was, what’s his name? The economist. Milton Freedman who said, “The business of business is business.” You know, and I think that on one level, I think companies should be in the business that they’re in. But I think also that you can’t plunder and steal. You have to give back. But I think that there are good ways of doing it, and there’s bad ways of doing it. And I think we try to give back in that. I mean, the people who work for us get a lot of vacation and sick days. And stuff like that, I think on that level. And then also the stuff that we do, we try to put things out in the world that we’d want to see.
Recorded on: 6/12/08