Culture
Community
Context
I believe great communication flourish from a disruptive intersection of trend insights, brand experiences, PR and content marketing.
I craft authentic stories and concepts, to create experiences, that connects consumers with brands, and moves freely between earned, paid and owned channels.
CONCEPT & PLANNING:
Strategic Blueprint
Driven by insights : My planning service focuses on creating insights driven direction for your campaigns. Offering consumer insights, creative direction and concept development.
PR & COMMUNICATION: Amplifying Your Message
Strategic PR: My strategic PR expertise, comprehensive PR-toolkits, and PR-activation experiences will elevate your brand's reputation or product launch visibility through earned media.
CONTENT:
Engaging Brand Stories
Storytelling Playbooks: My playbooks is about mastering the story of the brand through all channels and pillars, in real time, and always on rather than traditional advertising.
FREELANCE AND INTERIM CONSULTANT
Insights, Brand Marketing and communication
I have + 20 years of experience in Brand activations, PR, and Marketing, working with mostly lifestyle brands within, fashion, outdoor, sports and food n’ beverage.
I offer a freelance service where you get the benefits of in-depth expertise across a number of specialty areas within brand, marketing and PR without having to increase your permanent staff or contract a full size agency.
I offer this on interim, project based or billed by the hour. It depends on your need and resources.
GLOBAL BRAND CAMPAIGN STRATEGY - WEEKDAY
GLOBAL BRAND CAMPAIGN & STRATEGIC DIRECTION
As strategic brand communication consultant for Weekday, my role was to create insights based on Gen-Z trends and create the strategic direction for a global brand campaign.
I defined the key trends for the target audience that sligned with Weekday brand DNA and brand promise, conducted workshops with stakeholder groups, creative team, and channel owners. I supported the creative team in concept development through strategic direction and planning.
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.
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.
GLOBAL BRAND CONCEPT SUSTAINABILITY - TRETORN
GHOST NET PROJECT
As Head of Marketing and Creative Director for Tretorn Europe, I created and led the development of "The Ghost Net Project". A strategic brand communication project within sustainable innovation and collaboration.
The objective was to show sustainability commitments through real product development where we turned Fishing nets into regenerated nylon fabric.
We launched the project through PR, thought leadership, brand collaborations, and retail marketing. My role was creating the concept, act as strategic and creative lead, product design direction and visual direction, GoTo-Market strategy and manage activations.
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.
NORDIC PR CONCEPT - SAMSUNG WATCH 5 PRO
ARCTIC CIRCLE
TEST TRIPS WATCH 5 PRO
In my role as in-house consultant, Senior PR strategist for Samsung Mobile Experiences i created and managed the concept of Arctic Circle Test Trips for Watch 5 PRO.
The 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.
Through PR-trips to the arctic circle i provided a authentic learning opportunity and a once in a lifetime experience, ensuring a test they would remember and share with peers.
Arctic Circle Trail
PR-Test Trip
CULTUR AND MANIFESTATIONS
Creating Authentic
Brand Connections
My approach is grounded in my +20 years of experience with building progressive brands, launching products and driving excitement. I understanding consumers and cultural manifestations and use this to craft concepts and communication that are built for the real world, rooted in genuine insights and context.
GLOBAL BRAND CAMPAIGN - WEEKDAY
GLOBAL BRAND CAMPAIGN PLANNING
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.
Services
STRATEGIC BLUEPRINT FOR CAMPAIGNS AND BRAND
Concept and Planning
Driven by insights : My planning service focuses on creating insights driven direction for your campaigns, brand, product launches or always on social. Offering consumer insights, creative direction and concept development.
-
Consumer insights
-
Customer key need
-
Trend mapping
-
Campaign direction and messaging
-
Campaign logic and building blocks
-
Strategic direction
-
In-house support for creative team
EARN AUTHENTIC MEDIA SPACE
PR and Communication
To succeed in todays media landscape, it's crucial to create PR-stories that resonate authentically with narratives that thrive outside the confines of the predictable. This could be activated through traditional publicity work, PR in social media, Storytelling Playbooks or Thought Leadership
-
PR plans, strategy and tactics
-
PR ideas and messaging
-
PR concepts as part of marketing
-
Publicity work
-
Media trainings
-
Thought leadership
-
In-house PR support for marketing team
MASTERING THE STORY OF YOUR BRAND
Content Marketing and
Storytelling Playbooks
My playbooks is about mastering the story of the brand through all channels with a social loop logic, in real time, and always on, based on a set of five pillars powered by trends, images, narratives, icons, cultural symbols, and experiences—rather than traditional advertising.
-
Brand and product storytelling playbook
-
Converts awareness to consideration
-
Social Loop to drive conversion
-
Five tested content pillars and formats
-
In-house support to build and activate
IN-HOUSE OR INTERIM SOLUTIONS
Brand Strategist, in-house Marketing & PR manager
I have + 20 years of experience in Brand activations, PR, and Marketing, working with mostly lifestyle brands within, fashion, outdoor, sports and food n’ beverage.
I offer a freelance service where you get the benefits of in-depth expertise across a number of specialty areas within brand, marketing and PR without having to increase your permanent staff or contract a full size agency.
I offer this on interim, project based or billed by the hour. It depends on your need and resources.
BRAND BOOKS, LOOK BOOKS & REPORTS
Brand Storytelling Through Publications
I work with clients to create publications and reports, either as a full service provider through my network of designers or together with your in-house team. This could be for brand books, editorial look books, reports, sales presentations and folders.
-
Content Strategy and Insights
-
Brand Storytelling Ideas
-
Copywriting
-
Visual Direction and Production
Selection of Work
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 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.
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.
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 concept within the Eco-Essentials Initiative. The goal was to create a retro nostalgic yet modern, sustainability innovation symbol appealing to an international GORP core 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 also supported sales strategies, trade show setups, and served as the spokesperson for the collection's sustainability efforts.
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 & 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 the PR-concept The Power of 5 together with agency JUNG for Samsung.
Through partnership with Marathon Gruppen along with influencers and journalists across the Nordic countries, we orchestrated an integrated PR and influencer campaign. The concept focused on 5 advanced running metrics leveraging Samsung's ecosystem for unparalleled performance where we flipped focus from speed to holistic performance.
By upgrading to the Samsung Watch5 Pro and syncing it with a Samsung phone via the Samsung Health app, runners could track these key metrics in real-time, enhancing their running journey.
GLOBAL BRAND SUSTAINABILITY CONCEPT - TRETORN
Eco-Essentials Initiative
Brand Communication
As 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 core foundation for sustainable innovation and brand development. My role was creating the concept based on consumer insights. Creating a sustainability brand platform with manifest, purpose statement, and sustainability: vision, mission and roadmap for collaborations. The work also included direction for product development, design briefings, sales training and GoTo market strategy. The initiative was activated in Europe through PR, e-com, retail- and design- collaborations.
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.
