Niclas is one of the most experienced strategic planners in Sweden. He began his career at Acne and had stints at the likes of TBWA, Naked and Grey, and in consulting. He now finds himself back at Acne- which is now owned by Deloitte UK. In this episode, we talk about his career, the history, the evolution of Sweden's ad agency landscape, and talk a little about COVID-19.What emerges from the conversation is a perspective on an agency landscape driven by creative entrepreneurs, where the integration of multiple disciplines is expected and demanded by clients and the working style is very open, collaborative, and transparent.