Profile

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Biography

Jonason was born in 1956 in Stockholm. After completing a degree in business studies at Stockholm University, he began his career as Account Director for Alinder & Co and Aggerborgs. He then worked as International Marketing Director for the Swedish fashion company H&M. The rise of H&M to a global brand is inseparably linked with Jonason's name as the man who created the successful living campaign that is still unchanged today. In 1990 Jonason founded Paradiset/DDB in Stockholm where he was Creative Director, looking after the Diesel account and developing the brand's legendary "For Successful Living" campaign. After moving to London he founded the agency Made, for the Leo Burnett Group, in early 2002.

Thereafter Jonason became International Creative Director of Scholz & Friends. Today he is working as an independent creative director out of his new home in Spain.

Joakim Jonason is one of Europe's most recognized advertisers. He has won several Lions in Cannes and features in the Clio Awards Hall of Fame. He is the only advertiser to have won the Grand Prix in Cannes twice - in addition to five other Grand Prix at the Clio and Eurobest Awards.