Brand World

MEET THE TEAM

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Kerry Counts

—It is not about what you want to say, it’s about what they want to hear—

Kerry is a marketing leader with over 25 years of global experience across San Francisco, London, and Switzerland. She began her career at J. Walter Thompson before earning her MBA and spending 12 years at AMV/BBDO and Ogilvy & Mather. In 2007, Saatchi & Saatchi brought her to Switzerland as COO.

A master of marketing strategy, digital transformation, and customer insight, Kerry aligns people, skills, and ideas to deliver impactful solutions. She excels at uniting diverse teams and understanding clients’ evolving needs.

In 2010, Kerry co-founded Squids Network, redefining organisational models with trust, transparency, and decentralised decision-making. Her focus on agility and collaboration drives innovative outcomes for brands and businesses alike.

Key clients: Emirates, Nespresso, Nestlé, Orange, Novartis, Toyota, Carlsberg, Merck Serono, Swatch, McDonalds

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Fredrik Karlström

—Life is a continuous adventure. Resilience and determination contributes to building lasting dreams—

Fredrik Karlström brings over 20 years of experience in marketing strategy, having made significant contributions to global brands, notably through his work with Nespresso driving sustainability projects Like The Positive Cup Hub platform and its digital campaigns.

His expertise spans both B2B and B2C marketing and communications, where he excels in crafting impactful strategies that drive meaningful brand growth. Fredrik focuses on naming, sustainable brand strategy, ESG marketing & communications and stakeholder brand-user experiences.

Fredrik’s cosmopolitan background across North and South America and Europe allows him to navigate diverse cultures and Languages with ease. His global perspective and understanding of market dynamics shape effective and innovative marketing

Key clients: Nestlé Waters, Heineken, IQOS, Honeywell, Teoxane, Medtronic, Cointreau, Richemont, Cartier, IOC
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Philippe Schwaar


—Consumer attention is a gift that we should not offend with boring content—

Philippe discovered his creative talent by chance during his rim in Lausanne Faculty of Business and Economics where boredom led him back to drawing- a passion reignited by an art teacher’s advice. His career began in 1992 at his first agency and quickly progressed internationally.

After roles in Zurich at FCB (Art Director for Chrysler Jeep Pan-European) and Brussels with Dentsu Europe (global FMCG brands), Philippe spent over eight years as Creative Director at Saatchi & Saatchi Geneva. Over 26 years, his work has earned 40+ national and international advertising awards.

As Squids creative backbone since co-founding the company in 2010, Philippe is passionate about mushroom picking, cooking, and time with his family

Key clients: MSC, Club Med, Cereal Partners Worldwide, Sicpa, Lexus, Chrysler Jeep, Yamaha Racing, Lexus, Merck Serono, Swatch
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Antonio López

—Creativity is intelligence having fun—

Antonio was studying French and Spanish literature, preparing for a university career, when he stumbled upon a Cannes Lions reel by chance. ‘This is what I want to do,’ he thought. Inspired, he applied for a Junior Copywriter position, landed the job, and has been working in Creative Advertising since 1998. Starting as a Junior, he climbed the ladder to Creative Director, working at some of the most renowned agencies in Switzerland and Germany. Ten years ago, he founded his own agency.

His motto, “Creativity is intelligence having fun,” has been his guiding principle ever since – and he’s certainly having fun, at least most of the time. Fluent in five languages and sarcasm, Antonio loves traveling, spending time with his family, and rooting for Real Madrid.

Key clients: UBS, Amnesty International, FIFA World Football Museum, BMW, NIVEA, Tonhalle Orchester Zürich, Orange, Orell Füssli, Deutsche Bahn, Coop
Kerry Counts

Kerry
Counts

Customer Strategy

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Kerry has spent over 20 years leading global brands at JWT, BBDO, Ogilvy, and Saatchi & Saatchi.

Fredrik Karlström

Fredrik
Karlström

Business Strategy

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Fredo is a multicultural visionary optimist who has lived and worked across the Americas and Europe, collaborating with NW Ayer, DDB, and Leo Burnett.

Philippe Schwaar


Philippe
Schwaar

Creative Strategy

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Philippe is a creative leader who has amassed over 40 international advertising awards with FCB, Dentsu, and Saatchi & Saatchi.

Antonio López

Antonio
López

Creative Strategy

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Antonio is a creative mind with a flair for strategy and over 20 years of experience. He has worked at some of the most renowned international and national agencies.

Helping you navigate with
clarity in a complex business
environment

Helping you navigate with clarity in a complex business environment