Brand marketing and communication consultant, specialised in transforming research and insights into strategies and creative actions, that build brands, and moves freely between earned, paid and owned channels.
FREELANCE AND INTERIM CONSULTANT
Insights, Brand Marketing and communication
I have +20 years of experience working with brand strategy and development, consumer insights, marketing and PR for lifestyle brands and organisations, mainly within fashion, outdoor, sports and food & beverage.
I offer a freelance service where you get the benefits of in-depth expertise across a number of specialty areas without having to increase your permanent staff.
I offer this on interim, project based or billed by the hour. It depends on your need and resources.
+ 20 YEARS EXPERIENCE WORKING WITH MARKETING
Fredrik Ekström
I have worked as Brand Strategist, Business Advisor, Creative Director, Head of Marketing, Global-PR and Consultant for various lifestyle brands and clients.
Leading global sustainability initiatives and strategies, global brand repositioning projects, creating marketing-, Go-To market- and communication- strategies. Leading teams and worked in executive management teams.
My broad knowledge and expertise are valuable assets I bring to every project. Whether you seek to launch a new brand or product, enter a new market or reposition your brand, I possess the skills, knowledge, and network necessary to achieving your objectives.
If you want to get noticed,
then it's crucial to create stories
that resonate authentically with narratives that thrive outside the confines of the predictable.
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MARKETING AND PR
To Earn Value,
We Must Create Value
In todays communication landscape, where trust, growth, sustainability, societal impact, and attention are the currency, my approach to communication remains solid.
– To earn value, we must create value
I specialise in solving your communication challenges, whether it's strengthening a current brand positioning, reimagining a brand, launching new products, or revitalising existing ones. From strategic campaign planning and activations to PR and storytelling playbooks.
NORDIC PR CONCEPT - SAMSUNG NORDICS
OTHERLANDS NFT ART - SAMSUNG MX NORDIC
In my role as in-house consultant, Senior PR strategist for Mobile Experiences i created the PR-concept OtherLands, a NFT Festival and creative platform to merge the creative worlds of art, fashion, music, technology, and innovation.
We activated the concept in Sweden, Norway, Denmark, and Finland through events, collaborations, NFT-master-classes, publicity work and a nordic trend report covering NFT, mobile tech and Metaverse trends.
My role was to create a concept that resonate with the generation of young creatives. Position Samsung MX as being in forefront of tech driven innovation and creativity.
Image Credit: Norr Agency, 365 Naturkompaniet.Tretorn Ghost Net Jacket X Naturkompaniet
Case that was made during my time as Creative Director at Tretorn.
POWER UP SUSTAINABILITY BRAND STRATEGIES
Sustainability Strategies
& Communication
A big challenge for those aiming to steer consumption in a more sustainable direction is how to communicate ideas and initiatives while maintaining relevance and appeal to consumers, without breaking rules or regulations.
My specialty is consumer-centric sustainability, and I have done this for fashion, food and outdoor. I guide brands in understanding how consumer attitudes, values, and drivers can be translated into a strategic framework and roadmap for actionable steps, campaigns and products.
GLOBAL BRAND STRATEGY SUSTAINABILITY - TRETORN
THE ECO-ESSENTIALS BRAND INITIATIVE
As Head of Marketing and Creative Director for Tretorn Europe, I created and led the development of The Eco-Essentials Initiative, a strategic brand initiativ with the objective to reposition the Tretorn brand globally.
My role was creating initiative and strategic sustainability platform with purpose statement, vision and manifest. Creating a new identity, logo's and on product branding. Setting up new product and category development.
We launched the initiative through social campaigns, PR, collaborations and retail activations. I managed sales training and set up European GoTo market strategies.
LEARN TO HARNESS FUTURE POSSIBILITIES
Above : The : Clouds - Future Series
The purpose with the Future Series is to get to the heart of what consumers really feel, think, and aspire to. Understand the signals driving change within sustainability, the behavioural and attitudinal trends shaping culture, and the underlying drivers influencing social and commercial life.
The Future Series is a yearly conducted quantitative research focusing on consumer preferences, aspiration, status and anxieties related to sustainability and consumption.
ANNUAL TREND REPORT COVERING SUSTAINABILITY
THE NXT SUSTAINABLE CONSUMER REPORT 2023
The NXT Sustainable Consumer Report 2023 - The Post Purpose Activists - is a trend report based on quantitative data from a nationally representative sample of 2,405 respondents in Sweden and Denmark. The report is part of Above The Cloud's : Future Series on sustainability and lifestyle behaviours linked to consumption. The report is released for the third year in Sweden, but 2023 is the first year that Denmark also is included in the report
CO-CREATION EVENT CONCEPT - ABOVE THE CLOUDS
Above : The : Clouds - Freelance Strategy Days
The Freelance Strategy days is a Co-Creation Strategy Conference for freelancers. We schedule three-day trips: two days free-riding, one day ski-touring. Or two days trail running, one day hiking. Every day have sessions for inspiration, co-creation, workshops, and individual work.
As a freelance consultant, I believe it is important to take time out every year to reflect and develop a strategy, for the business but also personal goals. This can be a challenge when you are the only employee in your company, as it is hard to motivate going on your own, and it is easy to get caught up in the day-to-day operations.
Freelance Days Engelberg 2024
Selected Work
This is part of my personal portfolio
GLOBAL BRAND STRATEGY AND CONCEPT - MONKI
Winning Game Strategy - antidote to boredom.
As a brand strategy consultant for MONKI, I managed the development of a comprehensive Global Brand Strategy called Winning Game Strategy, aimed at repositioning the MONKI brand globally as a highly relevant and credible fashion brand for the youth female demographic.
The process involved conducting insights and research and multiple collaborative workshops with stakeholders, including the brand team, creative team, and channel owners. The strategy development was closely aligned with creation of the Monki brand platform, acting as a collaborative partner in its development.
GLOBAL BRAND STRATEGY SUSTAINABILITY - TRETORN
Eco-Essential Initiative
As Head of Marketing and Creative Director for Tretorn Europe, I created and led the development of The Eco-Essentials Initiative, a strategic brand sustainability initiativ.
We created it as a foundation for sustainable innovation and brand development. My role was creating the concept based on insights and implement it cross all departments.
I created a sustainability brand platform with manifest, purpose statement, and sustainability: vision, mission and roadmap for collaborations. I did direction for product development, design briefings, sales training and set up a European GoTo market strategy.
IN-HOUSE CONSULTANT NORDIC PR MANAGER
In-house PR Manager Nordics, Samsung MX
Acting In-house Senior PR Manager Mobile Experiences.
Directing parts of a larger way-of-working transformation for the Nordic Markets. The work included to establish new PR-way-of-working protocols, strategic approach and GTM road map. Management of nordic PR-agency network, including concept development, briefings, PR-summits, evaluations and strategic directions.
GLOBAL BRAND PLATFORM AND HIERARCHY
Strategic platform aligning three brands
Strategic brand platforms and brand hierarchy for three brands within the Ejendals family. Corporate brand Ejendal, safety gloves Tegera and safety footwear Jalas.
The work was carried out as strategy consultant for BLCK Communication. The strategy work included creation of a three brands brand platform. Positioning of the the brands, purpose statements, heritage texts, vision, mission, messaging and attributes.
Delivery was a full brand platform for all three brands.
GLOBAL BRAND CAMPAIGN PLANNING - WEEKDAY
Strategic Direction,
Global Brand Campaign
As a communication consultant for Weekday, my role was to create insights and strategic direction based on Gen-Z trends. I conducted workshops with stakeholder groups, creative team, and channel owners. By creating insights and strategic directions, I supported the creative team in concept development. The strategy resulted in the global concept, "SATURDAY Elevate Everyday” a love story about how creativity help us break through the density of day-to-day reality, to reveal things we didn’t notice before. The elevated vibes hidden within our days.
GLOBAL BRAND SUSTAINABILITY CONCEPT - TRETORN
SAREK X Nigel Cabourn Brand Collaboration
As Creative Director for Tretorn Europe, I led the development of SAREK Eco-apparel category within the Eco-Essentials Initiative. The goal was to create a symbolic action within sustainable innovation, appealing to international audience, targeting both lifestyle and outdoor consumers.
The project was a collaboration across teams—product, design, sales, and marketing. My role was creating the concept, directing design, styles, assortments, and develop a new visual identity, including logotypes, photo shoots and brand narratives. I set up the GoTo Market Strategy with sales strategies, trade show setups, and served as the spokesperson for the concept and sustainability.
NORDIC PR CONCEPT - SAMSUNG NORDIC WATCH 5 PRO
Arctic Circle Test Trip, Samsung Watch 5 PRO
In my role as in-house consultant, Senior PR strategist for Mobile Experiences i created and managed the concept of Bucket List Test Trips. The big idea emerged with the primary goal of captivating sport and lifestyle journalists across the Nordic countries for an authentic test of Samsung Watch5Pro. We recognised the necessity to elevate engagement among sport-lifestyle journalists. The test wasn't merely about showcasing a remarkable sports watch; it was about crafting an experience that was both genuine and extraordinary. Our PR-aim was to provide an authentic learning opportunity, ensuring a test they would remember and eagerly share with their peers.
NORDIC PR & INFLUENCER CONCEPT - SAMSUNG MX
Power of 5 - PR Concept Samsung Watch 5 PRO
In my role as in-house consultant, Senior PR strategist for Mobile Experiences, I developed PR-concept The Power of 5 together with agency JUNG for Samsung Nordic.
I set up a partnership with Marathon Gruppen to secure visibility for Samsung Watch 5 PRO in authentic running. We created a holistic running experience for influencers and journalists from the Nordic countries, we made an integrated PR, event and influencer campaign.
The concept focused on 5 advanced running metrics leveraging Samsung's ecosystem for performance where we flipped focus from speed to holistic performance based on The Power of 5 Metrics.
GLOBAL BRAND SUSTAINABILITY CONCEPT - TRETORN
The Ghost Net Project
Brand Concept, Tretorn
As Creative Director for Tretorn Europe, I created and led the development of "The Ghost Net Project". A strategic brand development project within sustainable innovation and collaboration.The objective was to show sustainability commitments through real product development where we turned ocean trash into treasures. We launched the project through PR, thought leadership, collaborations, and retail marketing.. My role was creating the concept, act as strategic and creative lead, design and visual direction, GoTo-Market strategy and manage activations.
NORDIC PR CONCEPT - SAMSUNG NORDIC MX
OtherLands NFT Art - PR-Concept Samsung
In my role as in-house consultant, Senior PR strategist for Mobile Experiences i created the PR-concept OtherLands, a NFT Festival celebrating the contrasts between art and technology and activated it in Sweden, Norway, Denmark, and Finland.
My role was to create a concept that resonated with the young creative generation. It should position Samsung MX Nordic as being in forefront of innovation and creativity.
We used insights from how NFT's changed the visual language into an aesthetic absurdity and created a platform to merge the creative worlds of art, fashion, music, technology, and innovation.
GLOBAL BRAND CAMPAIGN PLANNING - WEEKDAY
Strategic Direction,
Global Brand Campaign
As a brand strategy consultant for Weekday, my role was to create insights and strategic direction based on Gen-Z trends and behaviours, defined by rebellion against norms and embracing individuality. I conducted workshops with stakeholder groups, creative team, and channel owners to set the direction.
The heart of our strategy resulted in the global brand campaign, "The Class of Not Giving a F**k." celebrating individuality, care free but not careless, and embodying Weekday's mission to empower self-expression.
