Collaboration
A partnership that keeps your brand moving in the right direction
Most of my work is long-term strategic consulting. I help clients set a direction and then stay close enough to make sure it comes to life.
That means turning strategy into practical plans, working with teams, following the work over time and adjusting when needed. That is where I make the biggest difference.
I also work with organisations that want more answers through research. My fixed-price studies give you the understanding you need to shape strategy: where growth sits, what holds people back and which moments matter.
Below you find the the perspectives I bring into the work as a consultant. Strategy at the centre, supported by creative development and earned thinking.
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Setting a direction that holds over time
Building systems, platforms and plans teams can follow
Maintaining focus so the brand moves in one direction
Staying involved so the work keeps moving forward
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Developing creative work grounded in strategy
Ensuring ideas are distinctive and easy to recognize
Guiding long-term creative consistency
Using creativity as the strongest multiplier for effectiveness
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Planning communication from an earned-first perspective
Creating work designed to earn attention
Keeping work relevant enough for people to engage with
Clients & Categories
After nearly 20 years in marketing, I’ve worked with brands across a wide range of industries. What I’ve learned is that from a marketing and communication perspective, categories don’t differ as much as we like to think.
Everyone — myself included — believes their category is unique. But understanding what people want, creating something that meets that need, and making sure they know about it tends to work almost everywhere.
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Beer & Brewing
Norrlands • Mariestads • Omaka • Spendrups
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Civil Society & NGOs
Företagarna • LO • Svenska Freds
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Education & Thought Leadership
Berghs School of Communication
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Fashion & Outdoor
Haglöfs • Peak Performance
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Financial, Legal & Insurance
Klarna • Hypoteket • Gjensidige • Vinge
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Home, Retail & Everyday Life
Electrolux • Byggmax • Blocket • IKEA
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Mobility
Lynk & Co • Volvo
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Public & Economic Development
Stockholm Business Region • Invest Stockholm • SKR
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Spirits & Modern Indulgence
Absolut Vodka • Zyn • Volt • Blossa
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Tech & Entertainment
Electronic Arts • Xbox • Microsoft • Sony
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Telecom
Tre • IP-Only • GlobalConnect
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Tourism & Hospitality
Visit Stockholm • Swedavia • Nobis Hospitality Group
Long-term collabs, creative concepts and the occasional firework
A good way to start exploring how well we might work together is to look at some of my work. If you like it, great. If it makes your eyes bleed, my condolences.
Please note: I’ve contributed as a consultant on these projects. The brand owners deserve the credit. I’m proud to have played my part.
Norrlands Ljus: Strategic & creative lead for the long-term repositioning of Spendrups’ Norrlands Ljus (2017–2024). Transforming a quiet sub-brand into one of Sweden’s most distinctive and fastest-growing beers. Proof that long-term consistency beats short-term noise, with Systembolaget sales up nearly 200% and Spendrups managing to raise prices by 35% in a flat category.
Klarna – Smoooth Dogg: Strategic PR lead turning Snoop Dogg’s investment in Klarna into a global news story through clever reframing, transforming an advertising campaign into a cultural moment covered across business, lifestyle and entertainment media.
GlobalConnect – Internet Culture Heritage: Strategic & creative lead, developing the overarching strategy and creative concept later rolled out across the Nordics. Turning Sweden’s most iconic viral moments into physical monuments and making the invisible network behind the internet part of popular culture. Multiple award-nominated, with one of Sweden’s biggest PR impacts in years — recognized by 35 % of Swedes within weeks of launch.
Absolut No Label: Strategic & creative lead for Absolut’s global LGBT initiative — developing the limited-edition product and campaign idea “Absolut No Label”, which removed the logo from the iconic bottle to express a world without labels. Later cited by Naomi Klein in The Guardian, referenced in academic research, and copied by Coca-Cola.
Stockholm Business Region: Strategic & creative lead for Stockholm Business Region, Visit Stockholm and Invest Stockholm (2020–2024). Helping shape the city’s overall brand strategy and strengthen its global reputation as one of the world’s most open and innovative capitals — through long-term strategic work and close collaborations with local partners across tourism, business and culture.
The Klarna Doggy Bag: Strategic & creative lead for Klarna’s “Doggy Bag” — turning a quirky New York subway rule into a real product and a global PR story. Part of Klarna’s U.S. debut that, five years later, culminated in its IPO.
Lynk & Co, Our Cities Reimagined: Strategic & creative lead for Lynk & Co’s global brand initiative, designed to promote car sharing across Europe. Built on the insight that cars stand still 96% of the time, the idea reimagined what cities could look like if we made more room for people, not parking. Developed with Ipsos through the lens of inhabitants in eight of Europe’s largest cities, it was activated across markets with 450+ media features and a gross reach of 350 million.
HomeAway Arlanda: Worked as Swedavia’s (Sweden’s airports) strategic and creative lead for several years — and one of the projects that really stood out was HomeAway Arlanda. The idea: turn the old air traffic control tower at Stockholm Arlanda Airport into a one-of-a-kind hotel suite filled with products, experiences and food available at the airport. What started as a showcase of Arlanda’s offering became a global PR phenomenon — reaching 1.5 billion people and winning Europe’s Best Tourism Campaign at the European Excellence Awards.
VOLT: Shaping the launch strategy and activation plan for Swedish Match’s tobacco-free nicotine pouch Volt — connecting PR, social, podcasts, events and collaborations into one coherent brand experience. In one of Sweden’s most competitive FMCG categories, Volt rose from nowhere to become the No. 3 brand in preference within a year.
IKEA Metod: Led the PR strategy for IKEA’s major kitchen launch Metod. Introduced the idea of modular design to highlight both the roots and forward thinking behind the innovation, creating a library of 70+ different media assets to help the world’s first launch stand out. A simple but powerful approach that turned a kitchen system into one of IKEA’s most talked-about design launches in years.
The Naia Initiative: Strategic & creative lead for Spendrups’ functional-drink venture Naia – supporting the brand from development through launch and ongoing activation. In one of FMCG’s most competitive categories, even strong ideas struggle to break through. Naia never reached sustained traction and was eventually discontinued, but the work offered rare insight into why some propositions fail to stick and what to do differently next time.
Zlatan Legends: When Zlatan calls for your help, you say yes — and you add it to your portfolio. I was brought in as PR lead to craft the global launch plan for his mobile game, Zlatan Legends, developed with Isbit Studios. Not the hardest brief to get attention for, but still a record-breaking launch.