Matias Palm-Jensen, a jollier Swede than this picture might suggest, has been at the centre of digital since the early 1990s. His first award-winning campaign, for Swedish Post, foresaw the “on-demand" economy over a decade before Uber. MATIAS PALM-JENSEN Mention the word Sweden to a multinational advertising network and it will send shivers down the corporate spine. In the past, I have felt them – full on. This is the market of doom: a global graveyard. Those of us who survive may have found an interesting niche with clients who value us – and tend to produce highly original work – but we are not insiders. Yet this is no backwater. Just add the word digital to Sweden and there is a dramatic re-frame. We all admire and revere its leading role in the Digital Revolution. It is the inventor and incubator for some of the digital world’s best ideas, from Skype to Spotify. It has exported digital talent all over the world, and kept a goodly clutch on them at home, too. It’s become a hotbed of digital creativity. And, if there is to be a spokesman for this role, it would have to be Matias Palm- Jensen. One day in 1992, he got a summons to a grand old house in the Gamla Stan, the medieval centre of Stockholm. He was a stocky, athletic, utterly self-confident young