Senior Creatives Leave Wieden+Kennedy NY, TBWA\MAL

By Patrick Coffee 

A couple of Swedish creative vets left Wieden+Kennedy New York and TBWA\MAL in July.

First, W+K New York Senior Creative Carl Jannerfeldt (who may or may not have been the source behind his own hiring scoop back in 2013) is no longer with the agency as of this week.

Jannerfeldt joined the industry’s largest indie shop after serving as a copywriter at BBDO for more than two years, during which time he most notably contributed to the “It’s Not Complicated” campaign for AT&T. The Stockholm native then moved to Wieden’s office in order to work on accounts including ESPN, Heineken and Delta, and his name appeared in the credits for such classics as the Ryan Lewis/Macklemore “fly you to the Grammys” campaign. Sadly, we never had a chance to enter that one.


Jannerfeldt also spent time writing copy at various agencies in Sweden. We were unable to reach Wieden reps for comment today, so the word on future plans/reasons for his departure is currently mum.

Mathias AppelbladWhile at BBDO, Jannerfeldt worked under Mathias Appelblad, who recently made a move himself: he left TBWA\MAL to return to his native Sweden.

Appleblad joined the Apple team more than a year ago after serving as EVP/ECD at Deutsch L.A., where he worked on the Volkswagen, Taco Bell and other accounts. He held the same title at BBDO New York from 2010 to 2013, and his name appears in the credits for such campaigns as GE’s “Ecomagination.”

Earlier roles include a nearly decade-long stint at Gothenburg’s Forsman & Bodenfors, where he was interactive creative director and helped launch campaigns for IKEA and other, less specifically Swedish clients.

We first heard of Appleblad’s departure a couple of weeks ago but–as expected–MAL could not be reached for comment at the time.