“The Nomad” is a fortnightly published series where I talk to professionals in PR and Comms who are from a country but spend their love and life in different countries and cultures, then delve into the insights which might help other people to live or to do business in an inter-cultural world. If you or someone you know would be happy to share their perspective, please get in touch! I’d love to hear from you. Article first appeared here.
When I was making plans for my study in the UK, I would dream of travelling across Europe. I mean, who wouldn’t want the obligatory selfie in front of the Eiffel Tower? But alas, with a year of lockdown restrictions, that dream has been shattered. Instead, I’ve had to stay at home and make do with Emily In Paris, a very poor substitution (A BAFTA award? HOW?). I watched it for the plot and by the plot, I mean Lily Collins and Lucas Bravo. Thankfully though, I was lucky enough to visit Italy and Denmark *right before* it became stricter to travel outside the UK.
And the memories from the trip will stay with me.
Even within the Schengen area, the two cultures cannot be any more different. I remember at 9.30 pm on the Friday in the centre of Copenhagen, it was so quiet and it felt like the whole country was sleeping, compared to the buzz and constant offers of pizza when I was walking the streets of Rome at 9.30 pm. (The pizza did not get a look in because I ate spaghetti seafood for three days straight.) Then there is, of course, the renowned hygge lifestyle or the lagom lifestyle of Sweden and Norway. The Scandinavian lifestyle trend is everywhere. People work to live and spend “just a right amount of time” on an activity. And my second guest for The Nomad confirmed it.
Hans N Tranberg, heralds from Norway, has lived and worked in the UK, in the US, and across the globe. He kindly shared his experience working and living in different cultures, with the comparison to his home country – Norway. Working as a Creative Director for some of the largest agencies on the planet including Ogilvy, Ketchum (to name a few), and as a Director of Innovation for Paper Magazine in New York, he talked about his reflection on his amazing creative journey.
1. What’s been keeping you busy lately? I know you’re a fan – did you catch [Drag Race’s] Gottmik as Paris Hilton for the Snatch Game?
Hello Hello! I’ve been very busy for the last few months and now I’ve finally had two weeks to just breathe around Easter which has been fab. And yes – I’ve been keeping track of Drag Race, both the UK and US versions. Absolutely love Mik, especially as she was also wearing Christian Cowan for the Snatch Game, who is one of my best friends and a brand I do a lot of work with.
2. You’re from Norway and have worked in London, New York, and across the world. How do you reflect on your journey so far?
Honestly, I don’t really reflect a lot. I should, but I find myself just looking for the next big projects, opportunities, or experiences that I can use my skills and bring to life. I think my Dad constantly keeps saying to kind of appreciate and be proud of all the campaigns and work I’ve done, but I kind of always want to do something new or more all the time. When I’m done with a project, I want to start the next one. It’s a blessing and a curse to be like this.
3. What was your feeling like on the first day you came to the UK or the US?
I came to the UK as a student. So I was there to par-tay and to have a good time whilst studying. I studied in Leeds, and that was a breeze. When I moved to London, it felt very daunting and different. I came from a city in Norway that was tiny and had never lived overseas when I moved to the UK. And Leeds was big, but not huge. Moving to London, it was a bit overwhelming getting the hang of things at first, but then I started to LOVE it. When I moved to NYC – it was definitely different from going there back and forth for fashion weeks for several years, or for work and pleasure, to all of a sudden living there full time. The US is VERY different from Europe, both in culture, work and life. But I loved NYC and hope to return to America ASAP once the pandemic has settled. I’m contemplating maybe giving LA a go, or maybe NYC for a few more years, and then go West Coast.
4. Having that experience of working across the globe, what are the things you are most proud of? What are the most fascinating things for you?
As a person that is obsessed with culture, the most fascinating thing and what I love the greatest are all the incredible people you meet. Especially in London and NYC, it was just SUCH a hub of people from all around the globe with such different experiences, energies, and tenacity. I also love seeing the drive and passion all those people bring to the table. I think for me the word “proud” is difficult to use about myself. But I was full of visions of what I wanted my life to be like, who I wanted to meet and work with, and I manifested it all and made it happen. I think no matter where you come from if you put your mind to it – you can achieve pretty much anything if you work hard enough. I guess one moment that I can clearly remember that I was very happy and proud of when I achieved, was becoming a Creative Director for an agency at the age of 27. Also, I think getting to sit in the front row as a guest for some of my favourite brands at MFW, producing and working at NYFW for several years consecutively have been fab and truly a teenage dream that was realised, and still being able to continue to do it externally during the pandemic, working with some incredible brands and talent.
5. Can you tell us something you think you’d never understand about culture/ any assumption you might have about a culture?
The Japanese mindfulness of others. It’s, honestly, incredible and I think the world would be so much better if we incorporated it into a lot of our own cultures. It’s not that I don’t understand it, I really do and I wish there was more of it everywhere else in the world, but how it’s so embedded into Japan wherever you go is just incredible. The willingness to always help, support and cheer
for each other is beautiful.
6. What’s your experience as a Norwegian in the UK/US?
You definitely don’t get as much attention in the UK as a Norwegian – my hometown is only just over an hour away by plane from the city. Londoners know a fair share about Norway, and the usual question is why I would give up having such a great way of life and the working hours that Norway has. In the US, it was very different. People there love and appreciate you being from a different country SO much. And they are very curious about you, especially as some might not have much knowledge of the country as it’s so small, which is totally understandable. I think they also just really appreciate your point of view in how you see the world, both as a human being and professionally and it brings a completely different lens to everything you do. It also definitely was a plus on the dating scene being Norwegian.
7. What’s your experience as a foreigner in the PR/Comms and creative industry? Is it different from Norway?
I barely ever worked in Norway until Covid happened. I had a Nordics client before, but honestly, all my experience is global, UK and US. I think though for sure they play it way more safe in Norway. What I loved in the UK was the cheekiness and incredible lengths brands were willing to go to get publicity. And in the US, the sky is truly the limit (and the budgets are incredible for activations) – which I find so powerful for brands and storytelling. What I admire about Norway is that we don’t live to work but work to live. We clock off at 3 or 4 pm (you read that right) and the day is over. They also really value their own personal time and are very good at looking after themselves and live overall incredible lives. At the same time – I think Norway has so many incredible resources and smart people, and I would love to see even more brands with entrepreneurial spirits emerging globally from Norway and to see Norwegians pushing themselves outside their comfort zones. I’ve met SO many Swedes and Danes in my career working overseas, but you rarely meet a Norwegian, and when you do – they usually work for a company in Norway. I’d love to see more amazing Norwegians taking bigger risks and exploring opportunities.
8. What’s your take on the creative PR industry? You mentioned in one interview a while ago that you were inspired by people and insights, real life, real people, and real stories. How does being a global citizen help you in your work, and to what extent?
I think the Creative PR industry is blossoming and there will only be demand for creative thinking, platforms and brand identity in the future. Gen Z and Gen Alpha consumers that are emerging now are going to be way harder for brands to keep interested and loyal, and marketers and comms individuals will have to work so much harder to create campaigns they will bother stopping and spending time on. It’s an ever-changing landscape and brands and agency need to keep up constantly. A lot of my work is based on data and insight – but also observations. I often try to think of audiences first – what would make someone stop scrolling on social media to look at your campaign or what is that headline that will make it POP. I think a lot of people in the industry make work and campaigns that THEY think are cool – which often can be right, but if it doesn’t engage the audience or generate publicity, you haven’t really done your job.
9. Have you ever come across any cultural differences or cultural obstacles to work in different countries?
Of course – and this is always such a fantastic opportunity to learn so much about other cultures and work ethics. I treat this as an opportunity every single time not only to understand how to make work better but also to merge cultures together to make something truly unique and exciting. The best thing is how much incredibly different thinking comes out of working cross-culturally to develop exciting campaigns.
10. People talk a lot about diversity and inclusion, but there’s a whole lot about gender or sexual orientation, what’s your take on that? Especially the conversation about the fashion industry, creative industry, and PR/Comms?
I think when it comes to inclusivity and diversity, consumers, or should I say humans, don’t just demand this anymore – we expect it. This goes not just for the visual campaigns and outputs that we create, but also the people that we hire in our offices.
11. Is there any particular trends in PR that the readers should know about?
Cultural relevance and STOP factor is everything for me. Blending entertainment with product information/education and also using culturally relevant talent helps to ensure that you get consumers to stop and pay attention.
12. How can we follow what’s new with Hans N Tranberg?
The best way is via LinkedIn at Hans N Tranberg, or via Instagram at @HansNT
Hi, it's me Son. I'm the one behind the blog Son Talks. I mean, I'm happy to verify I'm not a robot. Can easily spot cars or chimneys. I'm working as an Account Executive at Intent Health. You can reach me via LinkedIn at Son Pham or Twitter at @beyondson_ If you or someone you know would be happy to share their perspective, please get in touch, I’d love to hear from you. Over and out! See ya soon x