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Marketing
Communication
Consultant

I believe great communication flourish from a disruptive intersection of trend insights, brand experiences, PR and content marketing. 

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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.  

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INSIGHTS, BRAND MARKETING AND COMMUNICATION

Freelance and interim marketing/PR consultant 

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.  

FUTURE FOCUSED COMMUNICATION

My Services  

Interim or in-house Marketing & PR Manager

Freelance Marketing & PR Consultant 

Go-To-Market Specialist

Storytelling Playbook and Content Marketing

Publications, Look Books, Brand Books  

Strategic Planning & Concept development 

    

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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.

GLOBAL BRAND CONCEPT SUSTAINABILITY  - TRETORN

GHOST NET PROJECT 

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GLOBAL BRAND CONCEPT - TRETORN

The 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.

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NORDIC PR CONCEPT - SAMSUNG WATCH 5 PRO 

ARCTIC CIRCLE TRAIL
PRESS TRIPS SAMSUNG

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NORDIC PR CONCEPT - SAMSUNG NORDIC WATCH 5 PRO

Arctic Circle Press Trip 

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 primary goal was to engage sport and lifestyle journalists across the Nordic countries for an authentic test of Samsung Watch5Pro.

 

The test was about crafting an experience that was  genuine to provide an authentic learning opportunity, ensuring a test they would remember and share.

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SAMSUNG
Arctic Circle 

Press Trip

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NORDIC PR & INFLUENCER CONCEPT - SAMSUNG NORDIC 

THE POWER OF 5

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NORDIC PR & INFLUENCER CONCEPT - SAMSUNG MX 

The Power of 5
PR Concept 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.

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SAMSUNG
The Power of 5 

PR Concept

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  

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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  

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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  

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Selection of Work

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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

Global Brand Campaign, 
Strategic Direction 

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. 

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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.       

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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.

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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.

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Let's Connect and  Collaborate 

I offer a freelance consultant service where you as client get the benefits of in-depth expertise across a number of specialty areas, without having to increase your permanent staff or contract a full size agency.

Fredrik Above The Clouds

Fredrik Ekström

+46 (0) 72 729 46 32

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