Content Specialist

Johan Bergström

Accelerating, but with your feet firmly on the ground - that's Johan Bergström's philosophy. He's a creative with a taste for adrenaline, but only as long as it's at ground level. After several years in the industry, he has landed in a role as a specialist in paid advertising, where he makes campaigns take off. Join us as we meet Johan and hear more about his journey at Consid.

I like to play with words. There is a power in language that can really evoke emotions and create curiosity.

A role that opened many doors

It is a warm and sunny morning when we enter the old post office in Karlstad where Consid is based. In the open hall with limestone floors, high ceilings and generous textiles that frame the light, we meet Johan Bergström – a native of Värmland, a creative at heart and a specialist in campaigns. With a firm grip on the coffee cup, we sit down in one of the soft sofa groups in the open landscape to talk about Johan’s journey from Brobygrafiska to being at the forefront of digital campaigns.

His career took off early, but it wasn’t an obvious path. It started with a graphic design programme at Brobygrafiska, followed by Linköping University where he continued studying graphic design and communication. The plan was actually to work for a summer at the reception at Selma Spa, but when the marketing manager suddenly left, Johan got the chance to step in.

– I was 21, a new graduate and was entrusted with taking over the marketing role. It opened so many doors. I’m grateful that I dared to follow my gut feeling, he says.

The road to Consid went via a familiar face. During university, Johan had been a mentor of Zaza, a well-known profile within the company. When the time was right, he sent a message.

– I just wrote: ‘I’m ready now.’ And the rest is history, he says with a smile.

Since then, he has built a strong network and a close-knit team that shares both knowledge and energy.

A smiling man is standing by a door, holding it open with his hand. he is wearing a beige jacket with a white t-shirt underneath.

Digital campaigns with flair

Today, Johan works with paid advertising at Consid, where he is responsible for maximising the spread and impact of social media. This means that he follows campaigns from the first idea to the last impression – with the target group in focus all the way.

– Things happen all the time in this landscape. The sudden removal of a feature from TikTok or Meta is commonplace. But it forces us to think in new ways, sometimes leading to even better results, he says.

Johan emphasises the importance of creativity in advertising. Understanding your target audience, daring to trust them, and never dumbing down – let them put the final piece of the puzzle.

– I like to play with words. There is a power in language that can really evoke emotions and create curiosity. You need to know your audience to be able to talk in the right way.

With the advent of AI, Johan’s role has changed. Instead of replacing creativity, he sees AI as a sounding board and a tool for finding new angles, formulations or ideas.

– It’s not the technology itself that is magical, but how you use it. The prompt determines the result, and that is more than ever required of those of us who work with content, he says convincingly.

A life motto to live by

Johan often thinks of something his grandfather said, a witty man with a penchant for one-liners, which helps him in both his professional and personal life.

– ‘The main thing is that the legs reach the hill.’ He said that every time I hadn’t grown since the last time. Why haven’t you grown from Tuesday to Wednesday? It’s been with me ever since, a reminder of what’s important.

When you ask Johan what a perfect day looks like, the answer is as simple as it is inspiring:

– All days are perfect, it’s just about what you make of them.

In private, Johan is a person who likes speed – as long as it’s not about heights. In other words, a grounded person with a great love for creativity and finding new solutions to problems.

A smiling man in an office with warm lightning. He is wearing a beige jacket with a white t-shirt underneath. He has a computer in front of him and is holding his coffee cup.

Contact us!

Leave your information and a short message, and we’ll get in touch with you. We look forward to talking to you!