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Fredrik Ekström

Future focused,
brand consultant and senior business advisor

Specialized in purpose driven lifestyle brands where i transform  research to insights and creative actions that build brands and creates stories that move freely between earned, paid and owned channels.

I have over 17 years of experience working with brand activations, insights and development. I have an award winning background from PR and has worked with leading lifestyle brands. During 6 years i headed the repositioning of Tretorn Europe and established a consumer centric approach to sustainability and international collaborations. The last year i have been acting as Senior PR strategist at Samsung Mobile Experiences Nordic. Personal interests are outdoor lifestyle, creative cultures and sustainable living.

I help companies successfully manage the disruptive forces of transformation with changing consumer pattern. With a unique blend of trend research, consumer insights, brand strategy and conceptual activations i breathe new life into brands purpose, and craft brands that stand for something, that engage people, and ultimately stand out from the competition.

With Above The Clouds 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 Ekström

Brand Consultant

Above The Clouds

Founder & CEO

Brand Communication Specialist 

Senior Strategist


Scandinavian Mind 

Editor at Large Sustainability & Branding

Brand Insights and Activations 



Head of Marketing & Creative Director, Europe 

Founder Eco Essentials Initiative 

Member Executive Management Board 

Global PR-Manager

Intro PR & Content Agency 

Strategic and Creative Concept Director

Prime PR 

PR Creative Concept Specialist

Planning and Strategic Advisor


United Minds Brand Agency

Trend Analyst and Insights 

Planning and Strategic Advisor

Fredrik Pressbild .jpg

I have worked with communication and marketing since 2006, during these 15 years I have developed a way to work with a broad spectrum of marketing tools and a solid balance between strategy and creativity, throughout all digital and traditional channels and touch points. 

My speciality is transforming insights to strategic actions for lifestyle brands and product development in sectors like tech, fashion, outdoor sports and food and beverage. Within these fields i have worked with everything from social campaigns, paid growth and organic branding, international PR and influencer activations, designer collaborations and retailer activations, on product marketing,  new product development and brand development.

The last 6 years I have worked for Tretorn directing a large brand repositioning project and acting head of marketing and communication Europe, creative director for the creative team and member of the executive board in Europe.


This work included to redefine the brands purpose, mission and position on the market and in the minds of the consumer. As part of the process i founded and implemented a corporate brand concept called The ECO-ESSENTIALS Initiative. The concept is a plattform for sustainable innovation and communication that brings product, sales and marketing teams together around the new brand mission statement.        

Before working at Tretorn i have a long background working for the world leading PR agency PRIME PR and brand agency UNITED MINDS, as well as heading my own agency for three years, INTRO content agency. 

At these agencies i have worked in the intersection of creative planning and execution. Selected brands i have worked with is, Nespresso, Jameson Whisky, Adidas, Vitamin Well, The Glenlivet Whiskey, Beefeater GIn, Carlsberg, Pilsner Urquell, Skåne Mejerier, Arla, Gastronomi Sverige och Bocuse d'Or. 

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 Ekström

+46 (0) 72 729 46 32

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