Transforming research and insights into creative actions to craft brands that stands out from the competition.

Future focused brand marketing & communication consultant

Senior business advisor, specialised in transforming research and insights into creative actions that build brands and moves freely between earned, paid and owned channels.

The NXT Sustainable Consumer Report 

The NXT Sustainable Consumer 2022 is a quantitative research and foresight report that cuts through the fog of uncertainty around sustainability and reveals a journey we’re
on, as consumers and brands. It clarifies sustainability with toolkits to thrive in this time of rapid transformation, highlighting areas where brands can win, directions for success, and consumer profiles we should be talking to now, and how to speak with them.

The report is released on december 9. 

Breathing new life into your brand purpose

With a blend of trend research, consumer insights, brand strategy and conceptual activations i help breathe new life into clients brand purpose and craft brands that stand for something, that share an enthusiasm and passion, that engage people, and ultimately stand out from the competition.

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Samsung Nordic 
Senior PR Manager, Nordics 

Consultant - Senior PR Manager for Samsung Nordic. Creative and strategic communication planning, development and execution for the Nordic markets. In partnership with BLCK. 

Strategic Concept

The Ghost Net Project 

Portfolio work as head of marketing and creative director Europe, Tretorn

Case: Consumer insights, Concept to Consumer Strategy, Product design brief, Visual development and production, Lifestyle PR and influencer seeding, media partnerships and   

Selected impact: National Geographic, Make It Last, Dagens Industri, UN World Oceans Conference NYC, Crown Princess Victoria Bernadotte, Plaza, Icon, Cafe, KING, Veckans Affärer.       

The Ghost Net Project was a brand purpose activation initiative created to showcase Tretorns commitment within sustainable innovation. It was part of a three season collaboration with Swedish Outdoor retailer Naturkompaniet where we took a stand in the shared passion for responsible manufacturing and retail.  

 

We launched, The Left Over Project, The Ghost Net Project, The Biodegradable jacket. My role was creating the concept, creative lead, design planning and sourcing, GoTo-Market strategy and activation with PR, influencer marketing and retail.   

650 000 tonnes of fishing nets are floating around in our oceans as Ghost Nets, what if we could harvest the floating nylon forests and turn them into high quality rainwear.

The idea was based on the insight that 650 000 tonnes of fishing nets are floating around in our oceans. Fishing nets are made out of high quality nylon which decay slowly, risking to wipe out entire eco system. We said -

What if we could find our “non natural” resources in a “semi natural way” in nature? 

We created a limited edition line of rainwear that was made from collected fishing nets and ocean waste. It had a new design, new way of on-product marketing, new style of hero, outdoor and e-com photography and was launched in selected Naturkompaniet stores and online.  

My Role:

  • Conceptual idea

  • Design brief for products 

  • Go To Market strategy

  • PR and influencer activation

  • E-com and digital activation

  • Instore merchandising 

  • Visual brief and production 

Key Note Speaker 

Scandinavian MIND Transformation Conference, Presentation of The New Sustainable Consumer Trend report.  

The Transformation Conference brings together the best minds from technology, fashion, design, beauty, and ­mobility to discuss how to build a more sustainable future.

Let's Connect and  Collaborate 

For any inquiries please email me at fredrik.ekstrom@abovetheclouds.se or use the link below to find out more about me.

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Fredrik Ekström

+46 (0) 72 729 46 32

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