A Creative Strategist and Copywriter building killer ads for performance marketing. Trained in strategic communication at Berghs School of Communication, with a background across PR, social, and growth — I now work agency-side helping brands scale through paid creative.
The work sits where data meets instinct: hooks that stop the scroll, copy that earns the click, and a testing loop that keeps the funnel honest. Fluent in what Gen Z actually says online — and what makes them click.
Performance Creative — Burger Chain
Mister York is a Swedish burger chain. I developed scroll-stopping ad concepts and copy for their paid social — building hype around new burger drops and limited editions with a Gen Z-fluent tone of voice that turned product launches into cultural moments.
Performance Creative — Haircare
Weya is a haircare brand dedicated entirely to the curly community. The strategic insight: people with curly hair struggle to find products that actually work — and carry real emotional pain points and shame around never quite getting their hair right. I built ad concepts and copy that meet that feeling head-on, turning a functional product into an emotional fix and a community to belong to.
Performance Creative — Sleep Supplement
BKM sells a sleep supplement. The strategy was to keep the creative top of funnel and lean educational toward an unaware audience — surfacing the problem before the product. That's often where we see creatives perform the strongest.
GRADUATION PROJECT — BERGHS SCHOOL OF COMMUNICATION
My graduation project at Berghs. PLY Skin is a Norwegian skincare brand positioning itself as "the anti beauty, beauty brand." The brief: establish PLY for a Swedish audience and make it culturally relevant to a younger target group. Together with my team I built the full case — from strategy and concept to activations, ads, and social posts.
STRATEGY & COPY — BERGHS SCHOOL OF COMMUNICATION
During the course "Explore" at Berghs we were briefed to build a case entirely from scratch — pick our own client, problem, and solution. My main role was strategy: research, problem definition, insight, and building the creative springboard for the team. I also wrote copy. Together we landed on Bye Barbie — a communication solution for helping children become less afraid of death.
A focused toolkit for brands that want paid creative to actually pay back.
Scroll-stopping ad concepts engineered for paid social — hooks, angles, and formats that earn the click.
Copy built to convert — written so the right customer reads it and thinks "this is me." Performance-driven, not mood-board pretty.
Audience, insight, and message-market fit translated into a testable creative roadmap.
Structured creative testing — read the data, kill the losers, scale the winners. Repeat weekly.
"Agnes is a TOP creative strategist. She has a natural talent for copywriting and storytelling, combined with an obsession to understand what makes ads perform and a genuine curiosity to D2C advertising."
VINCENT MARIANIFORMER MANAGER & CREATIVE STRATEGY LEAD