The Musings Of An Opinionated Sod [Help Me Grow!]

Freddie And Friends …

Many years ago I worked with a Swedish planner called Fredrik Sarnblad.

I loved him.

I loved him for many reasons …

His brain.

His humour.

His creativity.

His friendship.

His unsatisfiable appetite.

We went through all manner of trials and tribulations together … from highs of convincing work to send us to Bali for a week so we could work on the SONY pitch strategy in peace [which, thank god, we won] to lows of being in Thailand with a client who spent all their time trying to undermine us in front of their colleagues. [which we, read: me, didn’t react to very well]

And while we’ve not worked together for over 11 years, Freddie was always more than an ex-colleague, but a real friend … exemplified by the fact that when we saw each other in Boston a few weeks ago – after almost 6 years apart – it was like nothing had changed.

My relationship with Freddie is different to that of many of my other friends.

One of those reasons is I’ve never made a highly inappropriate blog about the way they dress.

The other is that I can have really personal and emotional conversations about life with him.

That’s not to say I can’t with my other mates, it’s just I rarely do … but with Freddie, we always did and do. Talking about subject many people find uncomfortable but are true for all of us.

The reason this can happen is that Freddie is both self aware and in touch with who he is.

He doesn’t shy away from the big conversations because he knows that’s where life resides … the real stuff, not the things we use to distract us from dealing with the real stuff.

One of the things we talked about recently was happiness.

Initially it was in the context of family but it quickly evolved to the job we are paid to do.


We talked about what makes us happy, what frustrates us and what we can do to make things better … more fun … more interesting and exciting. We even talked about how we can work together again.

Well that conversation must have had a real impact on Freddie because weeks later, he quit his job and started his own agency.

To be honest, I think that’s a bit extreme … all he had to do was say he didn’t want to work with me again … but I’m super happy and excited for him.

I’ve written many times why everyone should experience starting their own business, but in Freddie’s case it’s a little different.

Don’t get me wrong, it will be amazing for him – but the real value will come from the companies that use him because he’ll not only make them better, he’ll make them discover what they are capable of being.

So congratulations my dear Freddie, I look forward to one day being one of your shitkickers …

Knock them dead …

You can find out what he’s doing and how he’s doing it here.

16 Comments so far
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Flat pack strategy that always has a piece missing?

Comment by Billy Whizz


Comment by DH

Get a room.
(But congratulations Freddie.)

Comment by DH

I mean on starting your own agency not getting a room with Rob. No one would congratulate anyone for that.

Comment by DH

I love how a nice post about a good man has been turned into some sort of sexual deviant proposal.


Comment by Rob

well done fred but dont become a planning dictator fuck like the man who has just outed himself with this post.

Comment by andy@cynic

and get a court order against campbell immediately.

Comment by andy@cynic

I think he did that when we were working together.

Comment by Rob

if he was fucking smart he would.

Comment by andy@cynic

that advice is $10000. dont bitch, you can write it off against tax you tight bastard.

Comment by andy@cynic

Congratulations Freddie. So excited for you.

Comment by George

I only know Fred as pixels. They are excellent pixels.

Comment by Marcus

He is better in pixel form.

Comment by DH

Great news. Congratulations and good luck Freddie.

Comment by Pete

Always exciting to see someone going out on their own. The best of luck to you and your friends Fredrick.

Comment by Lee Hill

Thanks for all the love, sarcasm, digs, advice and best wishes! Much appreciated. Projects welcome!

Comment by fredrik sarnblad

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