Continuing our “The United Nations of IAA” campaign, we’re delighted to introduce Fredrik Borestrom, outgoing President of IAA UK and SVP of IAA Global. As a leader at LinkedIn, Fredrik drives growth for international agencies across EMEA and LATAM, bringing a collaborative and innovative approach to everything he does.
In his interview, Fredrik shares how the IAA has shaped his career, highlighting the power of collaboration as the foundation of progress in our industry. From building meaningful relationships to bringing the community together during challenging times, Fredrik exemplifies the spirit of unity and leadership that defines the IAA.
IAA: What do you do?
Borestrom: I lead our international agency development team across a number of markets in EMEA & LATAM at LinkedIn, where we empower and equip agencies with tools and products to help them grow their business. I’m also the outgoing President of IAA UK and the sitting SVP of IAA Global.
IAA: Why did you join the IAA?
Borestrom: I was new to the industry when I joined it in December of 2006, and on the day I signed my contract to join Euronews, my future boss brought me to the IAA Xmas lunch, which was my first encounter with IAA. I was struck by the fact that it felt like everyone knew each other and were very good friends (and I know no one), so I felt that getting involved with it would help accelerate my network, build my career, become more successful, and have lots of fun along the way. I joined my first committee in late 2007 and have been involved with the UK chapter ever since and for the past 6 years also on a global level. There is no doubt in my mind that I wouldn’t be where I am in my career if it wasn’t for the IAA. The people I’ve met, the relationships I’ve built, and the opportunities I’ve been exposed to via the IAA have been critical to my professional success, and the friendships I’ve built during this time are everlasting. It has accelerated my career, and for that, I’m very grateful.
IAA: Which IAA value is closest to your heart and why?
Borestrom: Collaboration because, in my mind, it is the glue that keeps all of our values together. We can’t move our industry forward when it comes to DE&I, make it more sustainable, drive professional development, or advocate for it if we don’t collaborate and leverage our creativity whilst doing it.
IAA: What is your favorite example of IAA serving the marketing communications community?
Borestrom: There are probably too many to mention, but one of my favourite ones was when we brought the industry together in 2021 when everyone had been in lock-down, working from home and not having been able to see and spend time with their peers. We did this during our annual Xmas lunch, which, of course, had been cancelled in 2020 during Covid, and I had so many people come up to me during that day to thank me and the IAA for bringing us all together to celebrate the holidays, our wonderful industry and the people within it. This is a crucial role that we play, and I’m convinced that it did wonders for people’s mental health and general wellbeing, especially as we went back into a lockdown shortly after. I would also like to caution that it was a covid-safe event and no cases were registered as a result of it due to rigorous testing prior.