Josefine Richards will join McCann Stockholm family, part of I&F Grupa, starting from February. Richards was most recently Creative Director at INGO Stockholm (part of Ogilvy & Grey). During her time, the agency creatively became one of the best in the Nordic region. With more than 17 years of experience working at leading advertising agencies in both Stockholm and Sydney, Josephine brings a track record of all-around creative leadership.
“During 2018 we have transformed McCann Stockholm business where we steadily have been growing stronger and stronger. We are now moving into the next phase and I am both proud and excited that Josefine – one of the strongest creative leaders in the region – want to be part of the journey and lead it forward. She is not only a brilliant creative but a genuinely lovely person”, said Johan Östlund, Group CEO of McCann Stockholm.
Her work has been recognized at Cannes Festival, culminating in 2016 when the agency was creatively ranked No 1 in Sweden and No 3 in the world after winning 12 lions for the campaign The Swedish Number for The Swedish Tourist Association and 8 lions for Lebon campaign for Lidl. In 2017 she was honoured as one of the top 10 Global Creative Directors on Adweek’s Creative 100 list. During the years, she has won over 70 awards in the form of Lions, Pencils, Eggs and other desirable shapes.
Josefine Richards said: “I feel that the team at McCann Stockholm shares my belief that great conversations are the secret to great ideas. Ideas that sometimes lead to ads that don’t look or behave like ads and that have a big impact, in the context they are in and in the long run. Our time in this world is precious and we have to make sure we don’t waste it on more crap no one wants to see. We need to stop contributing to the infamous “content crap-trap”. Also, it is our responsibility and chance to help brands influence and create something that makes the world a better place”.
Josefine is committed to growing advertising community and has shared her opinions and knowledge in panels and talks around the world, such as Chief Creatives on the Beach at Cannes Lions. She is a board member of The Swedish Association of Communication Agencies and has been a juror of both Swedish and international awards shows including Cannes Lions, LIA, The One Show and Eurobest. Josefine was one of the instigators of Grey Nordic Women, an initiative to inspire more women to aspire to leading positions in the network.
