Twenty years making creative work. Seven years redesigning how the best school in Europe teaches them. Time to unite things.
THE SHORT VERSION
If I only had one paragraph.
I spent twenty years making campaigns at agencies like Wunderman and McCann → for Microsoft, Nestlé, Ford, P&G, and others you’ve heard of. Then seven years at Berghs School of Communication → Europe’s most decorated creative school → designing how creative thinking is actually taught. I co-built the LIONS Creative MBA at Cannes Lions and served as Course Leader.
Aizle exists because I kept seeing the same thing: brilliant people in broken systems producing forgettable work. Not because the people weren’t talented. Because the process was broken. So I built something that fixes the process → by fusing real project delivery with the kind of action-based education that makes teams permanently better. Every engagement does both. That’s the whole point.
Five things. No fluff.
Education is the mechanism, not a separate service.
Learning is baked into every project. Your team doesn’t sit through training and then go back to work. They learn BY doing real work, with a senior creative leader alongside them who’s spent seven years perfecting exactly this model. The capability transfers → that’s the structural design, not the marketing promise.
One senior person. Start to finish. Adam Horne.
No account manager. No junior team waiting in the wings. What you see in the pitch is what you get in the work. (Yes, that’s unusual. That’s the point.)
Behavioral science before the creative exists.
Not post-rationalised to justify ideas already made. Every strategy grounded in how people actually decide → before anything gets designed. How we use behavioral science →
AI built for creative work, not borrowed from IT.
I build systems: brief interrogators, persona simulators, devil’s advocate agents. Purpose-built tools that make the process faster and more rigorous. Not ChatGPT with a logo.
Our AI philosophy →
English. Always.
I’m Australian. Everything Aizle does is in English → a deliberate choice that’s a genuine competitive advantage in the Nordics.
MEET ADAM
The longer version → in the order it actually matters.
Start with what matters most: I designed and led Berghs Advanced at Berghs School of Communication → Europe’s most decorated creative school. Seven-time AKQA Future Lions School of the Year. My students won 38 awards at One Show 2025. A record. I also co-developed and led the LIONS Creative MBA at Cannes Lions in 2025.
Before that: twenty years across three continents. WPP/Wunderman in Melbourne, McCann in Paris, CHE Proximity, Havas. Clients you’d recognise → Microsoft, Ford, Nestlé, Levi’s, Adidas, P&G, L’Oréal. One Club juror. 100+ startup founders mentored through Founder Institute. Board member, Australian Business Council of Sweden.
The through-line? One obsession: understanding how people tick. Why something’s funnier in Finland than France. How creative systems either unlock or kill human potential. Every role chosen because it promised new insight into that question.
Oh → I’m in Stockholm because I followed someone here. Love refugee. Still here. Still Australian. The directness didn’t mellow.
Want to go deeper?
Worth a conversation? Let’s find out.
The discovery call is free, honest, and genuinely useful → whether we end up working together or not. If you’re in Stockholm, we can make it a coffee instead. I’m more charming in person.