"Creativity is the Superpower" - Fredrik Borestrom from the IAA on the big industry picture

Fredrik Borestrom is the World President and Chair of the IAA, the International Advertising Association, a body that spans 56 countries, bringing agencies, brands, media owners and academia under one roof. He stepped into that role in 2025 after leading the UK chapter from 2017 and becoming global Chair in 2024.By day he is Director, International Agency Development at LinkedIn across EMEA and Latin America, working with brands and agencies from Germany and Austria to Spain, Israel and Brazil. Before LinkedIn he spent years in global media and tech, at Euronews and Eurosport, close to 25 years in the industry all told.About the FRICTION RELOADED podcast and your host:I’m Florian Schleicher, a marketing strategist. This podcast focusses on my FRICTION RELOADED marketing trend report and its four subchapters.If you want more, check out my FutureStrategies newsletter – monthly inspiration on marketing, strategy and sustainability.And if you are looking for some inspiration on your brands marketing strategy, let me know. That’s what I do with my marketing studio FUTURESTRATEGIES.