The Platinum Egg 2004: Joakim Jonason.
Joakim, a.k.a. Jocke, was born in 1956 in Stockholm’s Vasastan neighbourhood, long before it was spiffed up and gentrified. Twenty years later, he headed off to university to study economics (like so many others). “I’m not interested in what happened before, because it’s never going to happen again,” he said. “I want to create something new.” His journey continued via IHR, an advertising school, to a little agency called Jim Åkerstedt. Next came his first break – being hired by Alinder & Co in 1983.... His film for Scandinavian Underwear Company won awards. Jocke is listed as both project manager and creative director in the Golden Egg Book. And that’s his territory – uniting marketing strategy with creative execution. After a few years at Aggerborg and one year as director of marketing at H&M, he founded Paradiset in 1990 along with Stefan Örström and Björn Rietz. The following year, the agency produced its breakout work for the fashion company Diesel. With a new generation of photographers such as Jörgen Lööf, the Traktor film collective and many talented employees (seven Platinum Egg winners worked at Paradiset), the agency enlivened Swedish advertising for ten years. Diesel provided many awards, but also an understanding of how to build and cultivate a global brand. Following a Grand Prix at Cannes (print and film), Jocke embarked on a global adventure involving many networks (including Euro RSCG and Leo Burnett). Since 2016, he has operated the NEW agency in Stockholm.