Feb. 20, 2013—Deutsch LA announced today that it has hired Mathias Appelblad, known for his work on “IKEA’s Dream Kitchen for Everyone,” as its first digital executive creative director.
“Our goal at Deutsch LA is to be the best agency in the world, and to do that we also need to be the best digital agency in the world,” says Mark Hunter, Chief Creative Officer at Deutsch LA. “A digital creative leader of Mathias' quality and pedigree will take us one step closer to realizing that goal.”
In this new role Mathias will oversee Deutsch LA’s expanding digital creative work, and bridge the creative and technology teams at the agency. “Mathias is a digital star and and innovator,” says Winston Binch, Deutsch LA’s Chief Digital Officer. “He's created and produced some of the most remarkable digital anywhere over the last ten years. We're thrilled to welcome him to our growing team.”
Mathias joins Deutsch LA from BBDO NY, where he had been Executive Creative Director and Director of Innovation since 2010. He also served on BBDO NY’s board of directors. Prior to his tenure at BBDO, Mathias worked as Interactive Creative Director at Swedish agency Forsman & Bodenfors, which he helped become one of the world’s top digital agencies. In 2007 the Gunn Report named F&B the #3 most awarded digital agency worldwide.
“Deutsch LA has arguably created some of the most talked about SuperBowl ads in recent time. What Mike, Mark and Winston have done over the past years to set the agency up to do wonderful, useful and meaningful things in the digital space is inspiring,” Mathias says. “I'm honored, humbled and excited to embark on this new adventure with Deutsch LA and all their clients. I can't wait to dig in.”
During his 15 years in the industry, Mathias has created, worked on and led iconic work for brands such as AT&T, FedEx, HBO, GE, Gillette, Volvo Cars and IKEA. Many of his campaigns have gone on to win several of the industry’s highest accolades. His campaign for the Volvo XC90 garnered a Cyber Grand Prix at Cannes. And “Dream Kitchen for Everyone” was named one of the 10 best digital pieces of the decade by the One Show. Mathias is also a Creativity 50 honoree.