60-second interview: Adshel's James Fogelberg

By AdNews | 27 March 2015

Adshel head of what's next James Fogelberg spent 60 seconds with AdNews, on innovation, Game of Thrones, and what is coming up the line for the outdoor industry.

My favourite restaurant for a business lunch is:

Boatshed in Blackwattle Bay, you can’t go past the fish pie!

My favourite ad is:

The Google ‘Now’ campaign that ran across digital outdoor media in London. Utilising real-time data feeds and serving contextually relevant advertising is the future of outdoor media and this campaign absolutely nailed it.

My must-have gadget is:

My Bose Noise Cancelling headphones – great for travelling, getting in the zone and at those long conference calls back to European markets at all hours of the day.

My favourite media is:

Outdoor integrated with digital – it is our industry’s future, ignore it at your peril.

My favourite TV show is:

Game of Thrones – is it April 13th already?

The last book I read:

Peter Thiel’s Zero To One – possibly the best business book I’ve ever read. No, actually, it is easily the best!

My mantra / philosophy is:

Get It Done

I got into the advertising industry because:

I was travelling the world sponsored by STA Travel with three mates at the time and seeing a lot of digital opportunities. I wanted to work with a media company that had a solid audience and a number of platforms by which to launch these ideas from. Starting with APN News & Media, and more recently Adshel, I am getting to turn these opportunities into a reality.

If I wasn’t doing this for a living, I’d be:

Trying to find someone to sponsor me to travel again. That’s not an unfair request right?

In five years’ time I’ll be:

Hopefully still employed, that is if I projected ‘What’s Next’ correctly … Otherwise you might find me back doing what I love, travelling the world!

Tell us a joke:

It’s not my own so I won’t claim credit, but it’s still a good one considering the number of English people working in media and advertising in Australia … “What’s the difference between the English Cricket Team and a teabag? A teabag stays in the cup longer.”

Define your job in one word:


What’s your poison:

Gin Mare: fresh basil and tonic over ice

What animal are you most like?

An eagle, looking for opportunities where few others are.

James Fogelberg

Head of what's next


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