#nextmnordics
Mo GawdatBestselling Author & Former Chief Business Officer of Google X
Mo Gawdat is a former Chief Business Officer of Google [X], a bestselling author, and the host of the Slo Mo podcast. After a 30-year career in tech, he dedicated himself to understanding and sharing the science of happiness. His mission, #OneBillionHappy, and book Solve for Happy aim to spread the message that happiness can be learned. Mo is also the author of Scary Smart and That Little Voice in Your Head, exploring the future of AI and optimizing the human brain, and Unstressable. He currently serves as the Chief AI Officer of Flight Story.
🎤Keynote: The Challenges on our Way to AI Abundance
This keynote talk will provide you with a true understanding of what AI is, how far it has come, and what is about to hit us in the next few years. It predicts that the massive changes that are upon us are going to come with challenges before they provide abundance and ease. AI trailblazer Mo Gawdat will go through some of those challenges and how you can prepare so that you make the AI revolution work to your advantage.
Priya Lakhani OBE Futurist, Tech Entrepreneur & AI Advisor
Priya Lakhani OBE is a futurist, a Tech Entrepreneur and Member of the UK Government’s Council of Science and Technology, advising on AI issues. She also presents BBC News's flagship AI programme, AI Decoded.
She is the Founder and CEO of CENTURY Tech, an award-winning education technology company that develops AI-powered learning tools for schools, colleges, universities and employers across 80 countries. Earlier in her career, Priya left her barrister position to launch a successful FMCG business, which through its charitable foundation provided millions of meals and thousands of vaccinations to the underprivileged in India and Africa.
🎤 Keynote: AI: Everything Everywhere All at Once
AI is transforming every aspect of our lives, but where are we now, and where is this heading? In this fast-paced session, Futurist and AI Advisor Priya Lakhani OBE will break down how AI works, its real-world impact, and how you can harness it to stay ahead. Get ready for a thought-provoking dive into the future of intelligence.
Alice HanChina Expert, Historian & Economist
Alice Han is a prominent expert in Chinese macroeconomics, political economy, and global fintech, currently serving as the Director of China at Greenmantle, a leading macroeconomic and geopolitical advisory firm. With an academic background from two of the world’s most prestigious institutions Harvard and Stanford, Alice brings a wealth of knowledge and expertise to her work, specializing in the intricacies of China’s economy, foreign policy, and its evolving role in global relations.
🎤 Keynote: What Are We Missing in China's Tech Boom?
The revelation of China's DeepSeek AI model earlier this year has revived debate surrounding China's tech capabilities. Despite external and internal constraints, China appears to be designing its own domestic tech stack and pulling ahead of the U.S. in several key areas including robotics and computer vision and electric and autonomous vehicles. What are the implications of China's tech supremacy for the rest of the world? And are we paying enough attention to China's new technological "sphere of influence"?
AmecaThe World's Most Advanced Humanoid Robot
Ameca is the world’s most advanced human-shaped robot representing the forefront of human-robotics technology. The robot is created by the pioneering British company Engineered Arts, and at NextM, you will both see Ameca on the main stage as well as on the Tech Garden balcony.
Engage in intelligent conversation, watch it react to you and display emotion, ask it to dance and take a selfie!
🤖 NextM Special Guest: Ameca, the Humanoid Robot
The world's most advanced humanoid robot joins us at NextM! See it engage and make real-time, AI-powered conversation with our moderator on stage.
Phil Le-BrunDirector of Enterprise Strategy, Amazon Web Services & soon-to-be Harvard Author
Phil is the Director of Enterprise Strategy and Evangelism at Amazon Web Services, guiding executives on leveraging the cloud for increased agility and customer focus. Before AWS, Phil held senior technology leadership roles at McDonald's Corporation including as their International CIO, spearheading large-scale digital transformation initiatives. Recognized as a top CIO, Phil possesses extensive experience across technology domains and organizational change management. His diverse educational background includes engineering, data science, and systems thinking.
Keynote 🎤: A New Era for Leadership: Explore, Imagine, Succeed
"If you want something new, you have to stop doing something old." —Peter F. Drucker
This session builds on the theme of "breaking barriers," zooming in from the need for organizations to be resilient, purposeful, and innovative to a call for action for changes in leadership styles to match these challenges. Phil Le-Brun further explores new leadership models, skills, and organizational cultures needed to thrive in a period of profound change and transformation, along with the role of technology in accelerating these changes.
Lisa IreniusPublisher/CEO, Svenska Dagbladet
Lisa Irenius is the CEO, editor-in-chief, and publisher at Svenska Dagbladet, one of the top news media in Sweden. She has revitalized journalism, earning The Swedish Grand Prize for Journalism (Stora Journalistpriset) in 2013 and a 2023 nomination for Innovator of the Year (Årets Förnyare). Previously, the culture editor at SvD, she is recognized for advancing digital transformation and AI integration. Under her leadership, SvD thrives as a modern, reader-focused outlet.
🎤 Keynote: AI: What Drives Trust in Media?
In a sea of information, trust is what sets editorial media apart and will be the most important differentiator for edited news media in the new information landscape. Representing two of Sweden’s leading newspapers and Schibsted Media, Editor-in-Chief Lisa Irenius and Editorial Director Karin Schmidt will explore the critical relationship between trust, media, and democracy in an era of rapid digital transformation.
Roy ArmaleChief Product and Growth Officer, WPP Open
With an education in economics and behavioral psychology, Roy is not your typical technologist. His deep understanding of brand strategy, behavioral change, and product development enables him to lead large technology transformation and product build teams.
Roy initially worked both in various brand management and transformation roles within the client industry (Johnson & Johnson, Unilever) and strategic roles in the advertising industry before moving to tech by founding his start-up in cognitive vision AI applied to ad evaluation; the core technology is now used by WPP and global clients.
Since then, Roy has moved back to advertising where he applies his postgraduate degree in AI for Business from Oxford to his role as the Chief Product and Growth Officer, at WPP Open.
🎤 Keynote: AI and the Radical Evolution of Marketing
The marketing landscape is undergoing a profound shift, driven by the transformative power of artificial intelligence. With Roy Armale, the Chief Product and Growth Officer from WPP, we’ll explore how organizations can harness AI to augment human creativity, automate routine tasks, and deliver more impactful outcomes. Discover how a thoughtful, human-centered approach to AI can unlock unprecedented opportunities for innovation and collaboration, ultimately enhancing our ability to connect with audiences in meaningful ways. Lina Lindén, CEO of GroupM Sweden joins Roy on stage.
Pia GhoshHead of Strategy, Google Creative Works
Pia sits at the strange but exciting intersection between technology and creativity, currently as Head of Strategy Google's in-house creative think-tank. She also leads this team's DEI efforts across the region and is on a mission to understand how technology can enable creativity that is inclusive at the core. Despite her Nordic name, Pia hails from Canada and currently lives in Amsterdam with her family and her beloved Dutch bicycle.
🎤Keynote: In a World where AI Can Make Anything, Make Something Good"
Marketing has the power to shape how we see ourselves. Inclusion in marketing is progressing in some areas, and unfortunately, regressing in others. AI brings new opportunities to make marketing (and our world) more inclusive; if the human artists chooses to prioritize it. From the power of inclusive prompting to inclusive product design, this keynote covers a four-step journey towards AI-enabled inclusive marketing. Join Pia Ghosh from Google for this exciting keynote.
Dr. Karen Nelson-FieldMedia Science Researcher, Professor & Author
Dr. Karen Nelson-Field is a globally recognized media science researcher, pioneering advancements in media measurement and redefining how people deliver successful marketing and media outcomes through the guise of human attention. As the founder of Amplified Intelligence, she leads the industry in omnichannel attention measurement, shaping the future of media measurement and trading. A trusted advisor to major media agencies and global brands, Karen is also a sought-after speaker and the bestselling author of 3 books on media and measurement including her latest The Attention Economy, A Category Blueprint. Her research has been featured in top industry publications, including The New York Times, Bloomberg Business, Forbes and The Wall Street Journal.
🔵🎧Breakout 1: TV’s Attention Advantage: The Science of ‘Seen’ vs ‘Served
Dr. Karen Nelson-Field reveals why not all reach is equal, its profound impact on advertising effectiveness, and what’s next in AI-driven attention measurement. Gain practical takeaways on how to leverage attention data, creative strategies, and AI to stay ahead in the evolving ad landscape. The presentation will be followed by an on-stage interview led by Mikael Ekelöf, TV4.
Karin SchmidtEditorial Director, Aftonbladet
Karin Schmidt is the editorial director at Aftonbladet, the largest newscaster in Scandinavia. With a strong background in news and digital development, her career began at Aftonbladet, the online edition, in 2001. She left Aftonbladet to digitally develop SVT, Swedish public TV, and returned to Aftonbladet in 2018. Since she has worked digitally during her whole career, Karin is used to leading in change and one of her strengths is to get people onboard and feel included.
🎤 Keynote: AI: What Drives Trust in Media?
In a sea of information, trust is what sets editorial media apart and will be the most important differentiator for edited news media in the new information landscape. Representing two of Sweden’s leading newspapers and Schibsted Media, Editor-in-Chief Lisa Irenius and Editorial Director Karin Schmidt will explore the critical relationship between trust, media, and democracy in an era of rapid digital transformation.
Callum SmithEUI Head of Marketing Solutions, TikTok
With over 12 years in media and advertising. Callum spends his time exploring the many ways creativity pops up on the platform and helps clients make the most of these opportunities. A man of many hats, Callum's journey has taken him through sales, marketing, as well as brand and creative strategy, giving a diverse and, somewhat unusual, perspective on the industry.
🎤 Keynote: Being Brilliantly Unboring
Get ready to ditch the dull and dive into the dynamic! Being Brilliantly Unboring is your pass to mastering the art of capturing and keeping attention utilizing the magnetic power of short-form video. In a world of media fragmentation and shortened attention spans, learn how TikTok turns eyeballs into engagement that drives a return on creativity for your brands and businesses. With TikTok users paying 67% more attention to ads than on other platforms, discover how to make your content take advantage and truly stand out. Packed with insights, humour, and actionable tips, this session will show you how to make your short-form video not just seen, but remembered. Join us and discover why being brilliantly unboring is the secret to standing out and stealing the spotlight.
Julie BogaertHead of Talent Partnerships EMEA, Snap
Julie is the Head of Talent Partnerships for Snap EMEA, leveraging 14 years of experience advising celebrities, artists, and athletes on social media strategies. At Snap, she helps creators and public figures use Snapchat and Augmented Reality to grow engaged communities and sustainable businesses. Before joining Snap, Julie spent six years at Meta, where she led Talent Partnerships for Instagram and all Meta platforms in EMEA, working with high-profile talents across various sectors. Julie's career began at Sony Music, and she has become an influential content creator and speaker on technology and gender inequality, named one of British Vogue's most influential women.
🎤 Keynote: The Content Revolution
Social media was meant to connect us, but something got lost. People now crave authenticity—not just with friends but also with creators.
In this keynote, join Julie Bogaert, Head of Talent Partnerships at Snapchat in EMEA, as she argues that when users can be their true selves in a space for unfiltered, real-life content, watch time soars. Learn about thrilling opportunities for advertisers and creators to build lasting connections by fostering genuine, unpolished interactions.
Amy PeloquinSenior Director, WPP Global Lead, Meta
Amy Peloquin leads the global partnership with WPP, building mutually beneficial strategic partnership initiatives spanning media, creative, AI, commerce, technology development and wearables. Prior to joining Meta in 2014, Amy spent time at Amazon, Google and Microsoft in similar agency partnership functions. She is a close collaborator with WPP’s most strategic accounts including Mars, Nestle, Unilever, Coca Cola, and has a passion for all things people development as well; namely, she is a certified vision writing facilitator. Outside of work, Amy is a board member of the Friends of Anson B Nixon, and enjoys spending time with her numerous animals and husband, teaching pilates and competing in equestrian pursuits, specifically, eventing.
🎤 Keynote: Revolutionizing Reality: Unleashing the Power of LLMs, Immersive Experiences and Wearable Tech
Join Amy Peloquin, Senior Director, WPP Global Lead at Meta, for a glimpse into the future of innovation, where artificial intelligence, augmented reality, and wearable technology converge. In this exciting talk, we'll explore the cutting-edge large language model capabilities, the latest advancements that redefine the boundaries of augmented reality, as well as the future of wearables, from sleek smart glasses to immersive experiences that blur the lines between reality and fantasy.
Sergio PenicheBrand & Content Sr. Director, Mars Snacking Global
Multi-cultural Brand leader with over 25 years of experience in global marketing and innovation. He started his career with Unilever Personal Care in Latin America, before joining Mars business, where he has spent his last 20 years contributing to business growth across different regions and working in different countries like China, Netherlands, India, Mexico and more recently in the UK as part of the Mars Snacking Global Brand Chief Office, leading strategy and development of Content and Brand Experiences for Mars Snacking portfolio at global and regional levels.
🎤 Keynote: Mass Personalization at Scale – Learnings from Snickers, José Mourinho and AI
Unlock the power of personalized marketing! Discover how Snickers revolutionized brand engagement with an evolution of their ‘You’re not you when you’re hungry’ campaign featuring José Mourinho. Learn how they leveraged cutting-edge AI to create bespoke content at scale, transforming casual consumers into passionate brand advocates. This session dives into navigating brand safety in the age of AI, the unique talent considerations of celebrity cloning, and the secrets to building a brand world that resonates with a new generation. Join Sergio Peniche, Global Emerging Markets Brand & Content Sr. Director at Mars Snacking, and Jim Stump, Group Creative Director of T&Pm, as they reveal how this innovative approach is reshaping the future of brand building.
Phil CowdellGlobal Chief Strategy Officer, Channel Factory
Phil joined Channel Factory in 2022 to lead the global business strategy. Formerly on the Advisory Board, his key focus areas include Channel Factory's Conscious Advertising Program, Minority Media representation, and re-engineering Brand Safety and Suitability to be more inclusive and equitable. Previously, Phil divided his career between the advertising industry and government affairs. In advertising, he has run some of the world’s largest and best-known media agencies including WPP’s Mediacom and Mindshare and Publicis's Starcom MediaVest and Zenith. In the public sector, Phil specialises in how communications and digital media are being exploited by bad actors. Focusing on terrorism and violent extremism under the Obama administration, including speaking at the UN General Assembly (UNGA).
🔴🎧Breakout 2: Avoiding Risk while Driving Performance in Social Media
Business leaders, marketers, agencies, and industry bodies face an increasing challenge: navigating the evolving landscape of social media and its impact on brand safety. With a significant share of advertising budgets invested in walled garden platforms, shifting policies on content moderation and free speech create new risks. Brands must carefully balance visibility with responsibility—ensuring ads do not appear alongside harmful content while managing potential reputational challenges. As regulations and public expectations evolve, advertisers need a clear strategy to safeguard both their brand and stakeholder trust. Philip Cowdell, Global Chief Strategy Officer at Channel Factory, will share insights on how to engage effectively with audiences while mitigating risks, ensuring campaigns align with ethical standards and business goals across diverse markets.
Bente KlemetsdalEVP & CCO, Aller Media
Bente Klemetsdal is the EVP and CCO at Aller Media Nordic, responsible for driving revenue growth across both B2C and B2B segments. Her role involves ensuring innovation and strengthening Aller Media's market position throughout the Nordic region, all with the goal of delivering maximum value to Nordic advertisers.
🔵🎧Breakout 1: Understanding Female Buying Behavior
Women play a leading role in a wide range of buying decisions, both on a macro and a micro level. To effectively communicate with the female audience, advertisers must understand the key drivers behind their choices. In this session, Aller Media and HUI will share insights from Aller Media's latest Nordic Study on female buying behavior, including women’s views on sustainability and circular consumption, financial expectations, and the external factors and concerns influencing their purchasing decisions.
Jan HelinCPO, Bonnier News
Jan Helin is a prominent figure in Swedish media, known for his leadership as Publisher and Editor-in-Chief of Aftonbladet and as Director of Television at SVT, Sweden's public broadcaster. Jan is currently at Bonnier News, one of the biggest media players in Sweden, as CPO, where he serves to form and align a new common product strategy for all the company's business areas.
🔵🎧 Breakout 1: Death to the Publisher – Hail to the Editor!
Session info TBA
Dr. Katarina GraffmanCultural Anthropologist & Lecturer
As a doctor of Cultural Anthropology, Katarina Graffman has vast knowledge and understanding of culture within business, media and consumerism. Over the past 20 years, Katarina has provided extensive ethnographic research and analysis on contemporary culture, trends and branding.
🔴🎧 Breakout 2: Human vs Machine – What’s Next?
Tech and AI are developing at a tremendous pace, but the way the human mind works is the same as 500 years ago.
Peoples' behaviour and the fundamentals of business economics are basically the same, but media landscapes and consumption patterns are evolving.
At one end of the spectrum, Nike's rush into D2C and subsequent decline shows the importance of restraint. At the other end, neglecting digital transformation can be devastating.
How can we balance constant human traits versus new tech to find the optimal mix between long and short term?
When the technological challenges you face involve human behavior, cultural shifts, trends, group influence and people's meaning-making in everyday life, what do you do? It becomes painfully obvious that the so-called "soft" (meaning human) sciences are absolutely necessary to reveal what otherwise remains unclear - to understand lived reality in all its complexity.
Join us in a talk by behavioral scientist Katharina Graffman, followed by a panel discussion on trends versus constants with some of Mindshare's clients.
Thomas MattssonSenior Adviser, Bonnier News
Thomas Mattsson is a leading voice in Swedish journalism, with a distinguished career marked by innovation and leadership. He served as Editor-in-Chief of Expressen, part of Bonnier News, guiding the newspaper through a period of significant digital transformation. His contributions to the industry have been recognized with the "Industry Person of the Year" award, a testament to his impact and influence. Mattson now serves as a Senior Advisor to Bonnier News, one of the biggest media players in Sweden.
🔵🎧 Breakout 1: Death to the Publisher – Hail to the Editor!
Session info TBA
Jim StumpGroup Creative Director, T&Pm London
Producing culture-first, innovative work that scares producers is what excites Jim every day. With almost 20 years of experience building big brand platforms, campaigns and engaging activations for brands such as Toyota, Sony, Heineken, Chivas Regal, Volkswagen, O2, EA Games and Mercedes-Benz - he’s picked up awards at Cannes, D&AD, the Webby’s and Creative Circle. For the past 5 years he’s helped T&Pm grow offices around the world with creative leadership across both Mars Wrigley and Mars Petcare.
🎤 Keynote: Mass Personalization at Scale – Learnings from Snickers, José Mourinho and AI
Unlock the power of personalized marketing! Discover how Snickers revolutionized brand engagement with an evolution of their ‘You’re not you when you’re hungry’ campaign featuring José Mourinho. Learn how they leveraged cutting-edge AI to create bespoke content at scale, transforming casual consumers into passionate brand advocates. This session dives into navigating brand safety in the age of AI, the unique talent considerations of celebrity cloning, and the secrets to building a brand world that resonates with a new generation. Join Sergio Peniche, Global Emerging Markets Brand & Content Sr. Director at Mars Snacking, and Jim Stump, Group Creative Director of T&Pm, as they reveal how this innovative approach is reshaping the future of brand building.
Josefine VännmanGeneral Manager Nordics, Amazon Ads
Josefine is the General Manager for Amazon Ads business in the Nordics. She has been in the Media industry for 17 years and is passionate about building and developing teams and delivering outstanding advertising solutions to customers. In 2021 she, together with the team, launched the Amazon Ads business in the region and is excited about the unique opportunities that Amazon Ads bring to clients in the region.
🔴🎧 Breakout 2: Why SeenThis + Amazon Ads Makes the Difference!
Grab your headphones, crank up the volume, and settle in!
You’re about to hear why the industry is buzzing about the powerful new connection between SeenThis and the Amazon DSP—and what makes it truly one of a kind. Join this breakout for a conversation between Josefin Vännman (Amazon Ads), Thomas Houge (SeenThis), and Jonas Viksten (GroupM Nordics). This breakout will:
- Reveal why Amazon and SeenThis are a perfect match for advertisers—and what made SeenThis stand out as one of the first partners to join Amazon’s Ads Partner program.
- Share how this unlocks new creative and performance opportunities across the open web—and how it helps revive the classic sales funnel in a modern, high-speed format.
- Showcase the first Nordic case study with GroupM and client, giving you a real-world look at what this partnership can deliver.
Maddy SavageJournalist & NextM Moderator
After ten years as a BBC staff reporter and presenter in London, Maddy moved to Stockholm in 2014. She currently works as a freelance documentary maker, podcaster and journalist for media including BBC, TIME, PodLit and Impact Loop. Her favourite assignments focus on Nordic innovation, sustainability and lifestyle trends. Maddy also moderates tech and media events across the Nordics.
🤖 NextM Special Guest: Ameca, the Humanoid Robot
The world's most advanced humanoid robot joins us at NextM! See it engage and make real-time, AI-powered conversation with our moderator on stage.
💙 NextM Wrap-up
Thanks for taking part of NextM - Now What! We hope to see you again! 🙏🏼
Lina LindénCEO, GroupM Sweden
Lina is CEO of GroupM in Sweden. She is passionate about contributing to the growth of businesses and people alike. Contrary to many, Lina loves Monday mornings when the whole crew is gathered to kick off the week.
👋🏼 Welcome to NextM - Now What?
Let's get the show started!
Nils PerssonChief Marketing Officer, Visit Sweden
Nils Persson is Chief Marketing Officer and member of Visit Sweden’s management team. He is responsible for and overseeing the brand and marketing both domestic and international for Sweden as a destination. He has a broad background from several industries including Banking, Energy, Telecom and Media, focusing on change management, brand building and business development.
🔴🎧 Breakout 2: Human vs Machine – What’s Next?
Tech and AI are developing at a tremendous pace, but the way the human mind works is the same as 500 years ago.
Peoples' behaviour and the fundamentals of business economics are basically the same, but media landscapes and consumption patterns are evolving.
At one end of the spectrum, Nike's rush into D2C and subsequent decline shows the importance of restraint. At the other end, neglecting digital transformation can be devastating.
How can we balance constant human traits versus new tech to find the optimal mix between long and short term?
When the technological challenges you face involve human behavior, cultural shifts, trends, group influence and people's meaning-making in everyday life, what do you do? It becomes painfully obvious that the so-called "soft" (meaning human) sciences are absolutely necessary to reveal what otherwise remains unclear - to understand lived reality in all its complexity.
Join us in a talk by behavioral scientist Katharina Graffman, followed by a panel discussion on trends versus constants with some of Mindshare's clients.
Lovisa SmedbergHead of Data and Tech Consulting, GroupM Nordics
Lovisa is the Head of MarTech at Acceleration Sweden and has been working within GroupM for the past seven years. With an innate passion for technology and a strong determination to promote women in tech, she works with clients on digital transformation, technical architecture, and data strategy projects.
🟢🎧 Breakout 3: Innovating growth: Navigating the New Reality with an Experimental DNA
This BCG and GroupM breakout session navigates the evolving media landscape, deciphering true causal effects through experimentation. It presents strategies for customer engagement, media planning, and content creation to maximize ROI, while illustrating what successful adaptation looks like in this new reality.
Emma LundgrenHead of Agency Partnerships, TikTok Nordics
Emma Lundgren is the Head of Agency Partnerships and Creative Labs for TikTok Nordics. She’s been working in the media industry for 15+ years with experience from Snapchat, Unruly and TV4. She has a soft spot for all things video and a special interest in how creativity, culture and data can rocket fuel advertising results.
🔵🎧Breakout 1: The results are in – now what? Turning insights into impact with TikTok
You’ve run the campaign, the results are in – now what? Strong measurement is the foundation of effective marketing, but real magic happens when insights drive action. In this session, TikTok, Comviq and Choreograph Nordics will unpack the findings of a recent Marketing Mix Modeling (MMM) study, revealing how TikTok delivers measurable impact.
Explore how brands can interpret results, refine strategies, and unlock new opportunities for growth. From optimizing media mix and messaging to embracing a test-and-learn mindset, this session will provide actionable takeaways to maximize ROI. Gain insights into moving beyond numbers and turning data-driven learnings into your next big marketing win.
Anna ErlandssonHead of Measurement, TikTok Nordics & Central Europe
Anna Erlandsson leads Marketing Science at TikTok in the Nordics and Central Europe. She works with advertisers and agencies to help them maximise platform ROAS and drive business growth through sound measurement. A storyteller with data and an expert in marketing measurement, she draws from 20 years' experience from companies like Meta, Google, Spotify, WPP and Publicis.
🔵🎧Breakout 1: The results are in – now what? Turning insights into impact with TikTok
You’ve run the campaign, the results are in – now what? Strong measurement is the foundation of effective marketing, but real magic happens when insights drive action. In this session, TikTok, Comviq and Choreograph Nordics will unpack the findings of a recent Marketing Mix Modeling (MMM) study, revealing how TikTok delivers measurable impact.
Explore how brands can interpret results, refine strategies, and unlock new opportunities for growth. From optimizing media mix and messaging to embracing a test-and-learn mindset, this session will provide actionable takeaways to maximize ROI. Gain insights into moving beyond numbers and turning data-driven learnings into your next big marketing win.
Lisa GröningStrategy Director, GroupM Sweden
Lisa Gröning isn't just an engineer; she's a data whisperer at GroupM, fluent in the languages of MMM, marketing, and all things tech. As a marketing analytics enthusiast and Strategy Director, she's on a mission to help advertisers unlock the real impact of their media investments. In fall 2024, she spearheaded the Comviq MMM project with TikTok and EssenceMediacom. Discover the secrets behind this success story at NextM on April 9!
🔵🎧Breakout 1: The results are in – now what? Turning insights into impact with TikTok
You’ve run the campaign, the results are in – now what? Strong measurement is the foundation of effective marketing, but real magic happens when insights drive action. In this session, TikTok, Comviq and Choreograph Nordics will unpack the findings of a recent Marketing Mix Modeling (MMM) study, revealing how TikTok delivers measurable impact.
Explore how brands can interpret results, refine strategies, and unlock new opportunities for growth. From optimizing media mix and messaging to embracing a test-and-learn mindset, this session will provide actionable takeaways to maximize ROI. Gain insights into moving beyond numbers and turning data-driven learnings into your next big marketing win.
Robin FlodénHead of Growth, Madington
With over 15 years of experience in the media industry, specializing in both Online and Digital Out-of-Home (DOOH) advertising, Robin Flodén is a seasoned leader in the adtech space. As Head of Growth at Madington, a leading Nordic Adtech company, he drives innovation and expansion in digital advertising. Madington's Creative Management Platform (CMP) is equipped with advanced Dynamic Creative Optimization (DCO) capabilities, seamlessly integrating with DOOH to deliver highly targeted and engaging campaigns.
🟢🎧Breakout 3: Benefits of Programmatic DOOH
Why are nearly half of all Digital Out of Home campaigns bought programmatically? Discover the key drivers behind the rapid growth of Programmatic DOOH and how advertisers worldwide leverage its flexibility and precision. We’ll showcase real-world cases from GroupM and other global players.
Lisa DegerfeldtDirector of Media Nordic & Netherlands, Rakuten Advertising
With over 15 years of media industry experience, 12 of those dedicated to linear TV, Lisa Degerfeldt is an industry expert. Starting at MTV, she mastered the art of broadcasting before diving into the world of online video at Metro. For the following 8 years, Lisa expanded her knowledge at Viaplay Group, one of the Nordics' top media houses. Lisa has been working as Nordic and Netherlands Sales Lead for Rakuten Advertising for the past 2 years, where she is pushing the CTV market. Her journey has provided her with a deep understanding of the dynamic landscape of linear TV broadcasting. Outside of work, Lisa spends a lot of time with sand between her toes in one of Stockholm’s Beach volleyball training halls.
🔴🎧Breakout 2: Winning Big on the Big Screen with CTV
During this presentation, Rakuten Advertising’s Lisa Degerfeldt will help you discover the Connected TV landscape and learn about the innovative solutions and advertising formats available to help brands win big on this increasingly important channel.
Anna LaestadiusCommercial Director Direct Consumer, Samsung Electronics Nordics
Anna has more than 25 years of experience as part of executive management teams and boards in companies such as TUI, Svea Solar, ABSOLUT, Electrolux, MatHem, Ballingslöv International, Euroflorist and Akademikliniken. Anna enjoys driving, growing, and scaling international businesses and brands, always with a customer and digital first focus.
🔴🎧 Breakout 2: Human vs Machine – What’s Next?
Tech and AI are developing at a tremendous pace, but the way the human mind works is the same as 500 years ago.
Peoples' behaviour and the fundamentals of business economics are basically the same, but media landscapes and consumption patterns are evolving.
At one end of the spectrum, Nike's rush into D2C and subsequent decline shows the importance of restraint. At the other end, neglecting digital transformation can be devastating.
How can we balance constant human traits versus new tech to find the optimal mix between long and short term?
When the technological challenges you face involve human behavior, cultural shifts, trends, group influence and people's meaning-making in everyday life, what do you do? It becomes painfully obvious that the so-called "soft" (meaning human) sciences are absolutely necessary to reveal what otherwise remains unclear - to understand lived reality in all its complexity.
Join us in a talk by behavioral scientist Katharina Graffman, followed by a panel discussion on trends versus constants with some of Mindshare's clients.
Anna MartinkariCEO, Mindshare Sweden
After more than 15+ years of successfully leading teams on the client side, in digital, analytics and tech, Anna Martinkari joined the GroupM community of leaders as the new CEO of Mindshare Sweden in 2024. Anna sees the exponential times we now live in as intriguing and, like many of us, is soberly curious about where it will take humanity and what the leaps that the new AI-powered abilities will mean for our society, leadership, and the new opportunities now available for brands, employees and businesses.
🟣🎧Breakout 4: The Future of TV – Unlocking Nordic Potential in a Personalized World
The television landscape in the Nordics, like all forms of media, is under rapid transformation, a change driven by a multitude of tech advancements and ever-changing consumer habits. Join in to hear from a panel of key players from across the media ecosystem – media owners, agencies, and advertisers – as they decode the imminent future of TV advertising. We will delve into the strategies, the tech and the power of partnerships to give you an inside look at what the future has in store, as we can enable even more targeted and personalized advertising experiences. This is a don't miss moment if you are interested in reach, relevance, and measurable results.
Johnny LindqvistHead of Marketing, TV4
Johnny Lindqvist is Head of Marketing at TV4. He has a broad background in media and communication. He has worked his way trough the non-profit segment with Friends, government agencies such as Statens Medieråd and as Communications Director at the Agency for Youth and Civil Society, through the creative side on the agencies DIST and In The Cold and a couple of years at MEC (Wavemaker) as digital director and creative director. Johnny leads the marketing department at TV4, which is an inhouse agency taking care of all production of campaigns as well as the strategy, tactics and buying of external media.
🟢🎧Breakout 3: TV4 Connecting with Audiences Through Integrated OOH Experiences
Johnny Lindqvist, Head of Marketing at TV4, joins this session powered by Ocean Outdoor. He will explain and demonstrate how TV4 harnesses the power of the OOH network to create dynamic brand experiences, with an emphasis on strategic integrations that improve visibility and audience interaction.
Lee CutterVP, Sales - UK, Nordics & MENA, Perion
Lee Cutter is Vice President of Sales for Perion (formerly Hivestack) in the UK and across The Nordics and MENA regions. He was the first employee in EMEA and initially spearheaded the business launch across multiple markets before leading his home market as it matured and grew rapidly to become the leading full stack platform for OOH. Utilising 25 years experience across agency and commercial leadership roles, Lee builds and develops demand and supply side partnerships, driving revenue across these programmatic DOOH ecosystems that Hivestack are at the forefront of growing.
🟢🎧Breakout 3: Benefits of Programmatic DOOH
Why are nearly half of all Digital Out of Home campaigns bought programmatically? Discover the key drivers behind the rapid growth of Programmatic DOOH and how advertisers worldwide leverage its flexibility and precision. We’ll showcase real-world cases from GroupM and other global players.
Mikael EkelöfDirector of Ad Sales Business Development, TV4 Media
In today's TV landscape, the consumption of content and advertising is fragmented across different platforms and devices. Mikael, with over 20 years of experience in the media industry, plays a decisive role in how Sweden's leading commercial TV company adapts to this change. He is a key figure behind the implementation of advanced ad technology to meet the new challenges and opportunities presented by this fragmented landscape.
🔵🎧Breakout 1: TV’s Attention Advantage: The Science of ‘Seen’ vs ‘Served
Dr. Karen Nelson-Field reveals why not all reach is equal, its profound impact on advertising effectiveness, and what’s next in AI-driven attention measurement. Gain practical takeaways on how to leverage attention data, creative strategies, and AI to stay ahead in the evolving ad landscape. The presentation will be followed by an on-stage interview led by Mikael Ekelöf, TV4.
Erik ModigAssistant Professor, Dept. of Marketing & Strategy, Stockholm School of Economics
Erik Modig is a renowned researcher, author, and speaker. He has made significant contributions to the field of marketing through his research and teaching at Stockholm School of Economics and has helped hundred of companies succeed with their businesses.
🔵🎧Breakout 1: The Schibsted Effect Study
In today’s fast-paced digital world, brands face challenges like shifting consumer behaviors and rising demands for transparency. The Schibsted Effect Study reveals how distinct brand assets, consistent design, and long-term strategies drive success in digital channels. Learn how to maximize attention, adapt to digital formats, and build a strong, lasting brand identity.
Karolina NilvangResearch & Effect Manager, Schibsted
Karolina is a creative professional at Schibsted, specializing in sales and advertising strategies. With data-driven insights and tailored solutions, she helps brands achieve impactful results. Passionate about innovation, she turns challenges into opportunities.
🔵🎧Breakout 1: The Schibsted Effect Study
In today’s fast-paced digital world, brands face challenges like shifting consumer behaviors and rising demands for transparency. The Schibsted Effect Study reveals how distinct brand assets, consistent design, and long-term strategies drive success in digital channels. Learn how to maximize attention, adapt to digital formats, and build a strong, lasting brand identity.
Nils Andersson WimbyGroup Client Director, Mindshare Sweden
Nils has been in marketing for close to 20 years, working in leading roles at Dentsu, If Insurance, Volvo Cars before joining Mindshare. He is a recurring speaker on marketing strategy, and writes for Swedish marketing outlets Resumé and Dagens Media. In his current role at Mindshare, Nils works with the marketing strategic agenda, as well as client growth.
🔴🎧 Breakout 2: Human vs Machine – What’s Next?
Tech and AI are developing at a tremendous pace, but the way the human mind works is the same as 500 years ago.
Peoples' behaviour and the fundamentals of business economics are basically the same, but media landscapes and consumption patterns are evolving.
At one end of the spectrum, Nike's rush into D2C and subsequent decline shows the importance of restraint. At the other end, neglecting digital transformation can be devastating.
How can we balance constant human traits versus new tech to find the optimal mix between long and short term?
When the technological challenges you face involve human behavior, cultural shifts, trends, group influence and people's meaning-making in everyday life, what do you do? It becomes painfully obvious that the so-called "soft" (meaning human) sciences are absolutely necessary to reveal what otherwise remains unclear - to understand lived reality in all its complexity.
Join us in a talk by behavioral scientist Katharina Graffman, followed by a panel discussion on trends versus constants with some of Mindshare's clients.
Jake WebsterGlobal Creative Strategy Director, EssenceMediacom
Jake is a Creative Strategy Director at EssenceMediacom Worldwide, who since joining has delivered integrated strategic thinking across a number of clients including Mars Petcare, Google, Uber, adidas & Sky. Before transitioning to creative strategy, Jake began his career at the creative agency VCCP as a media strategist. Passionate about the effectiveness of new media formats, he has spearheaded the development of Relevance Rules, a new metric which helps brands drive growth in the New Communications Economy.
🔴🎧Breakout 2: Babysat by Algorithms: Three Big Shifts Everyone Should Know about the Next Generation of Consumers
Generation Alpha aren’t coming - they are already here. And even though they aren’t on your media plan, they have already begun to make their minds up about your brand. This Essence Mediacom session will cover:
- Where Gen Alpha spend their time and what they consume (spoilers: it is not in traditional ad-supported environments!)
- The impact of the first generation of digital native parents on Gen Alpha
- The shift required in the shape of the plan as brands switch from focusing on Gen Z to Gen Alpha
Michael BaystonVP Ad Tech Solutions & Programmatic, Acast
Michael Bayston is the VP, Adtech Solutions & Programmatic at Acast, leading the adtech strategy for the Acast Group, the global home of podcasting & pioneer in true dynamic ad insertion.
He has over 22 years of experience, working at both major networks (News Corporation, Viacom, BBC) and fast growth digital media (Spil Games, King, BuzzFeed), developing strategy and leading teams offering advanced media, programmatic and adtech solutions across local and global regions.
Michael's commercial experience spans multiple channels including press, TV, and digital channels, but a particular focus since 2008 has been a deep immersion in monetisation of, and ad technologies applied to, early stage digital companies in mobile, gaming, social and audio.
🟣🎧Breakout 4: Experiments with Tech: The Never-Ending story of Podcast Evolution
The podcasting landscape is evolving rapidly, with new advancements in tech opening up exciting opportunities for brands worldwide. So, what’s driving this change, and what’s next in the podcasting revolution? Michael Bayston, VP of Adtech Solutions at Acast, predicts further innovations shaping the industry and how Acast is leading the way with new capabilities that will help reach new heights in the future.
Rob TimonySenior Vice President, Commercial Advisory, Bauer Media Audio
Rob Timony is a seasoned leader in digital audio, media innovation, and commercial strategy, with over a decade of experience in advertising. As Senior Vice President of Commercial Advisory at Bauer Media Audio, Rob collaborates across nine European audio markets, spearheading the implementation of cutting-edge commercial strategies. Previously, Rob was a founding member of audioXi, Ireland’s largest digital audio exchange and a division of Bauer Media Audio Ireland. Title of speech The Future of Audio. Speech synopsis in English, third person (3-4 lines): Rob will take us through the second part of Bauer Media Audio's key note presentation, looking at what advertising technologies and trends are shaping the future of audio advertising. This will be everything from voice technologies, dynamic audio to addressable audio.
🟢🎧Breakout 3: The Invisible Power of Sound Speech & The Future of Audio
Join Bauer Media Audio for a 2-part breakout session:
The Invisible Power of Sound Speech: We all know how a comforting song makes us feel better or how a jump-scare affects our body. But what’s the science behind those reactions and how could brands benefit more from sound? Lauri Dominick has the answers.
The Future of Audio: Rob Timony will take us through the second part of the presentation, looking at what advertising technologies and trends are shaping the future of audio advertising. This will be everything from voice technologies, dynamic audio to addressable audio.
Elias BetinakisChief Strategy Officer, GroupM
Elias is GroupM Sweden CSO and the Swedish head of WPPs Data and Tech company Choreograph. Before joining GroupM, Elias had an extensive background in Insights and Planning. His previous roles include Head of Brand and Marketing Strategy and Insights at Telia Sweden, co-head of the planning department at NORD DDB, and head of market research at Klarna.
🔴🎧 Breakout 2: Priming for Profit - Why Brand Building Means Business, and why the CMO Should Be the CFO’s Best Friend!
In this Wavemaker-powered breakout, find out why your brand is 14x more likely to be purchased if you have strong vs no priming, why building brand means building long-term demand and price power and how price and category drivers differ between categories and brand. In short, with better insights, get better business results!
Lauri DomnickCreative Director at BAD Agency
Lauri Domnick is an audio-specialized creative director with over 20 years of experience in the music and audio industry. Together with his team he has collected several awards for creative commercial sound design, including best audio marketing in the world.
🟢🎧Breakout 3: The Invisible Power of Sound Speech & The Future of Audio
Join Bauer Media Audio for a 2-part breakout session:
The Invisible Power of Sound Speech: We all know how a comforting song makes us feel better or how a jump-scare affects our body. But what’s the science behind those reactions and how could brands benefit more from sound? Lauri Dominick has the answers.
The Future of Audio: Rob Timony will take us through the second part of the presentation, looking at what advertising technologies and trends are shaping the future of audio advertising. This will be everything from voice technologies, dynamic audio to addressable audio.
Héléne VinbergSenior Analyst, HUI
Helene is senior analyst at HUI Research, one of Sweden’s leading consultancy firms in retail and consumer insight. Helene’s focus is on consumer trends, sustainability, and the shift in retail towards circularity and omni.
🔵🎧Breakout 1: Understanding Female Buying Behavior
Women play a leading role in a wide range of buying decisions, both on a macro and a micro level. To effectively communicate with the female audience, advertisers must understand the key drivers behind their choices. In this session, Aller Media and HUI will share insights from Aller Media's latest Nordic Study on female buying behavior, including women’s views on sustainability and circular consumption, financial expectations, and the external factors and concerns influencing their purchasing decisions.
William CaspersonHead of programmatic, Leeads
William Casperson is the Head of Programmatic at Leeads, with seven years of experience in the programmatic advertising industry. Having worked across agency, in-house, and sell-side operations, he brings a 360-degree perspective on the evolving digital ad ecosystem. With deep expertise in programmatic ecosystems, header bidding technology, and SSP integrations, William has been instrumental in driving efficient monetization strategies and scaling programmatic revenue at Leeads. William's ability to navigate both demand and supply-side dynamics has positioned him as a key player in developing data-driven, high-impact advertising solutions for both agencies and in-house teams.
🟢🎧Breakout 3: Benefits of Programmatic DOOH
Why are nearly half of all Digital Out of Home campaigns bought programmatically? Discover the key drivers behind the rapid growth of Programmatic DOOH and how advertisers worldwide leverage its flexibility and precision. We’ll showcase real-world cases from GroupM and other global players.
Adam LodinDigital Media Manager, Comviq
Adam Lodin is a digital marketer with ten years of experience in media planning, performance marketing, and growth. With a background in agency-side media planning and client-side growth roles, he now leads digital media and traffic acquisition at Comviq, driving digital traffic, sales, and performance marketing.
🔵🎧Breakout 1: The results are in – now what? Turning insights into impact with TikTok
You’ve run the campaign, the results are in – now what? Strong measurement is the foundation of effective marketing, but real magic happens when insights drive action. In this session, TikTok, Comviq and Choreograph Nordics will unpack the findings of a recent Marketing Mix Modeling (MMM) study, revealing how TikTok delivers measurable impact.
Explore how brands can interpret results, refine strategies, and unlock new opportunities for growth. From optimizing media mix and messaging to embracing a test-and-learn mindset, this session will provide actionable takeaways to maximize ROI. Gain insights into moving beyond numbers and turning data-driven learnings into your next big marketing win.
Wilfried Schobeiri Chief Technology Officer, Ogury
Wilfried Schobeiri is the Chief Technology Officer at Ogury and key member of the executive committee. He spearheads and executes the company’s strategic vision for its technology, further developing its cookieless and ID-less solution at a pivotal time for the industry. Schobeiri has extensive experience in the tech industry, where he has spent over 20 years leading the development of large scale, global distributed technologies and scaling high-performance product development teams.
🟣🎧 Breakout 4: Bridging the Addressability Gap: Leveraging AI for Incremental Audience Scale
The advertising ecosystem is at a crossroads, facing unprecedented challenges with privacy regulations, signal loss, and growing consumer demands for transparency. In this session, Ogury's CTO, Wilfried Schobeiri, will explore how companies can transition from traditional targeting methods to innovative, privacy-first solutions that build trust with audiences while ensuring precision in addressability.
Kenneth DanielssonCEO of IAB Sweden
Kenneth is the CEO of IAB Sweden, where he leads the organization's efforts to foster a responsible and healthy future for the digital marketing ecosystem. With over 25 years of experience in digital marketing and media, Kenneth has held leadership positions at several media, web, and search agencies. He is passionate about driving innovation and ethical practices within the digital advertising industry.
🟢🎧Breakout 3:The Future of Influencer Marketing – Growth and Restrictions
The influencer marketing industry is booming, with 1 billion in turnover and delivering strong ROI for advertisers. But with rapid growth comes new challenges -stricter regulations and increasing accountability. How can brands, agencies, and creators navigate this evolving landscape and continue to thrive? Join IAB Sweden and guests in this breakout where they explore the opportunities, risks, and future of influencer marketing!
Andreas NordforsLead Growth Architect, The Boston Consulting Group
Andreas is a core member of BCG's Marketing, Sales & Pricing practice and the tech and AI unit BCGX, with a special focus and background in marketing and media. He is leading marketing acceleration and transformation projects for large clients in EMESA, often with strong digital and eCommerce focus.
🟢🎧 Breakout 3: Innovating growth: Navigating the New Reality with an Experimental DNA
This BCG and GroupM breakout session navigates the evolving media landscape, deciphering true causal effects through experimentation. It presents strategies for customer engagement, media planning, and content creation to maximize ROI, while illustrating what successful adaptation looks like in this new reality.
Fredrik GranExperimental Composer, Researcher and Robot Creator
Fredrik Gran is a Swedish experimental composer, researcher and creator of unique music instruments and sound generating constructions. Gran studied music composition at the Stockholm University, Göteborg University, Royal Music Academy in Stockholm and McGill University in Montreal, where his doctoral research is connected to the Center for Interdisciplinary Research in Music Media and Technology.
His music and research intersect acoustic and electroacoustic sound ideas, employing mechanic/robotic interactive units, amplified instruments and objects, computer-assisted transcription of his own electroacoustic music and purpose-made electronic models into the notated sphere of acoustic instruments. His creation the 'robot cellist' and the 'feedback robot' explores the specific and unique playing techniques afforded by industrial robotic arms and cobots.
Fredrik’s music has been performed internationally at festivals such as Warsaw Autumn, ISCM World New Music Days, and Nordic Music Days, and he has collaborated with the Arctic Philharmonic Orchestra, London City Philharmonics and the International Contemporary Ensemble.
⭐NextM Performance: Contact - a Meeting between Dancer & Robot
A dance piece made especially for NextM by robot creator Fredrik Gran and choreographer Cynthia Toledo from Toledo Company.
Jonas RundgrenHead of Advanced Advertising, TV4
Jonas Rundgren has 20 years of experience in the online advertising industry specializing in ad technology and business development. In his role as Head of Advanced Advertising, he spearheads the task of digital transformation of TV4’s ad business.
🔵🎧Breakout 1: TV4 – A Trusted Pillar of Democracy and a Future-proof Advertising Partner
TV4 unites Sweden every day—our journalists expose hidden truths, and expert commentators make sense of the complex. This commitment to integrity and innovation makes TV4 not just a cornerstone of public discourse, but also a future-proof platform for brands seeking impact and engagement. Join us as we explore how the strengths of the TV medium continue to safeguard democracy while offering advertisers a secure and forward-thinking space to connect with audiences—today and in the future.
Sarah LewisGlobal Director CTV, Showheroes
Sarah Lewis is an accomplished media professional with 14 years of experience in the media industry. As Global Director of CTV at ShowHeroes Group, she has launched a suite of innovative CTV products, built a global team, and established the company as a leader in the CTV space. With a proven track record at industry leaders such as BBC Worldwide, AOL, and SpotX, Sarah has cultivated high-level client relationships, driven multi-market strategies, and delivered award-winning results. A respected thought leader, she is a frequent speaker, panelist, and mentor in the ad tech space.
🟣🎧 Breakout 4: Unlocking the Potential of CTV Creatives
With CTV becoming one of the fastest-growing advertising platforms, ShowHeroes’ Global Director of CTV, Sarah Lewis, will explore the future of creativity in CTV advertising, focusing on how brands can unlock their full potential in an increasingly competitive market. By crafting authentic, compelling narratives and enhanced visuals and personalized audio, advertisers can stand out and drive more meaningful engagement with CTV audiences.
Fredrick MalmbergHead of News & Editor-in-Chief, TV4
🔵🎧Breakout 1: TV4 – A Trusted Pillar of Democracy and a Future-proof Advertising Partner
TV4 unites Sweden every day—our journalists expose hidden truths, and expert commentators make sense of the complex. This commitment to integrity and innovation makes TV4 not just a cornerstone of public discourse, but also a future-proof platform for brands seeking impact and engagement. Join us as we explore how the strengths of the TV medium continue to safeguard democracy while offering advertisers a secure and forward-thinking space to connect with audiences—today and in the future.
Ann JackDirector of Media Solutions, GroupM Norway
Ann Jack is the Director of Media Solutions and Interim MD for Nexus Norway. With a strong background in technology and programmatic advertising, Ann brings over 7 years of tech leadership experience from GroupM to her current roles. She is passionate about leveraging technology to drive innovative media solutions and is a dedicated advocate for promoting women in tech and leadership.
🟣🎧Breakout 4: The Future of TV – Unlocking Nordic Potential in a Personalized World
The television landscape in the Nordics, like all forms of media, is under rapid transformation, a change driven by a multitude of tech advancements and ever-changing consumer habits. Join in to hear from a panel of key players from across the media ecosystem – media owners, agencies, and advertisers – as they decode the imminent future of TV advertising. We will delve into the strategies, the tech and the power of partnerships to give you an inside look at what the future has in store, as we can enable even more targeted and personalized advertising experiences. This is a don't miss moment if you are interested in reach, relevance, and measurable results.
Calle Chowdhury HemströmHead of Creative Services, GroupM Sweden
🟢🎧Breakout 3: Stop Controlling Your Brand—Start Curating Chaos
In today’s fragmented media world, brands thrive on countless micro-moments rather than singular narratives. To scale authentically, brands must master influencer partnerships, create adaptable content, and leverage AI. Explore how to navigate this shift with insights from GroupM's Calle Chowdhury Hemström and Johanna Östling.
Johanna ÖstlingStrategy Director, Influencer Marketing, GroupM Sweden
🟢🎧Breakout 3: Stop Controlling Your Brand—Start Curating Chaos
In today’s fragmented media world, brands thrive on countless micro-moments rather than singular narratives. To scale authentically, brands must master influencer partnerships, create adaptable content, and leverage AI. Explore how to navigate this shift with insights from GroupM's Calle Chowdhury Hemström and Johanna Östling.
Rebecka BjurhallClient Solutions & Creative Manager, Ocean Outdoor LABS
With extensive experience and several years in the media industry, Rebecka has been conducting work as a project manager and strategist at different media agencies.
She recently transitioned to focus solely on Out-of-Home advertising and is now leading and growing Ocean Outdoors' innovative creative hub, Ocean Labs. Known for its cutting-edge development of outdoor advertising, Ocean Labs with Rebecka as a driving force, leverages integrated technologies to deliver impactful campaigns.
Collaborating closely with agencies and advertisers, she pioneers tailored, buzz-worthy campaigns that resonate with audiences, elevating brands to new heights in the dynamic world of OOH.
🟢🎧Breakout 3: TV4 Connecting with Audiences Through Integrated OOH Experiences
Johnny Lindqvist, Head of Marketing at TV4, joins this session powered by Ocean Outdoor. He will explain and demonstrate how TV4 harnesses the power of the OOH network to create dynamic brand experiences, with an emphasis on strategic integrations that improve visibility and audience interaction.
Peter KnutssonSwedish Advertising Ombudsman
Peter Knutsson is an experienced leader in regulatory affairs and consumer protection, now serving as Sweden's ombudsman for advertising-related issues (Reklamombudsman). Previously, he has held senior positions at the Finance Department and Justice Departement overseeing gambling, public procurement, consumer policy, and financial market regulation.
🟢🎧Breakout 3:The Future of Influencer Marketing – Growth and Restrictions
The influencer marketing industry is booming, with 1 billion in turnover and delivering strong ROI for advertisers. But with rapid growth comes new challenges -stricter regulations and increasing accountability. How can brands, agencies, and creators navigate this evolving landscape and continue to thrive? Join IAB Sweden and guests in this breakout where they explore the opportunities, risks, and future of influencer marketing!
Thomas HougeChief Commercial Officer, SeenThis
Thomas Houge is the Chief Commercial Officer (CCO) at SeenThis, and has been with the company since 2017. He has a diverse and extensive work experience in various leadership roles and positions including Head of New Media at TVNORGE, Vice President of New Media International at ProSieben Sat1, CEO at ChillNorway, Chief Creative Commercial Officer at Monster AS as well as CEO at Nice One Norway/ Nice Entertainment Group.
🔴🎧 Breakout 2: Why SeenThis + Amazon Ads Makes the Difference!
Grab your headphones, crank up the volume, and settle in!
You’re about to hear why the industry is buzzing about the powerful new connection between SeenThis and the Amazon DSP—and what makes it truly one of a kind. Join this breakout for a conversation between Josefin Vännman (Amazon Ads), Thomas Houge (SeenThis), and Jonas Viksten (GroupM Nordics). This breakout will:
- Reveal why Amazon and SeenThis are a perfect match for advertisers—and what made SeenThis stand out as one of the first partners to join Amazon’s Ads Partner program.
- Share how this unlocks new creative and performance opportunities across the open web—and how it helps revive the classic sales funnel in a modern, high-speed format.
- Showcase the first Nordic case study with GroupM and client, giving you a real-world look at what this partnership can deliver.
Tea MalmegårdChef, Pastry Chef & Author
Tea Malmegård is a Swedish chef and pastry chef with a passion for sustainable and innovative cooking. She was trained in London and has then worked at renowned Michelin restaurants both in Sweden and New York. Tea is also the founder of the restaurant DoMa, where she combines seasonal ingredients with creative thinking. Through her work, she aims to inspire conscious food choices without compromising on flavor.
🍱 NextM Lunch by DoMa
This year, we’re proud to announce that lunches at NextM are curated by DoMa - a restaurant known for its commitment to sustainability and flavor. Renown chef and pastry chef Tea Malmegård thoughtfully selects high-quality, nutritious ingredients to ensure every meal is both delicious and responsibly sourced.
Pick up your lunch through the main entrance.
🍱 NextM Lunch by DoMa
This year, we’re proud to announce that lunches at NextM are curated by DoMa - a restaurant known for its commitment to sustainability and flavor. Renown chef and pastry chef Tea Malmegård thoughtfully selects high-quality, nutritious ingredients to ensure every meal is both delicious and responsibly sourced.
Pick up your lunch through the main entrance.
Camilla SandströmHead of Influencer Marketing, GroupM Sweden
Camilla is Head of Influencer Marketing at GroupM Sweden and has a seat on the IAB Sweden influencer task force. She has been around since influencers were called bloggers, loves leading teams and is passionate about social media trends. Previous roles include Product Lead – Podcast as well as Head of the Creative Studio at Bonnier Magazines and Brands.
🟢🎧Breakout 3:The Future of Influencer Marketing – Growth and Restrictions
The influencer marketing industry is booming, with 1 billion in turnover and delivering strong ROI for advertisers. But with rapid growth comes new challenges -stricter regulations and increasing accountability. How can brands, agencies, and creators navigate this evolving landscape and continue to thrive? Join IAB Sweden and guests in this breakout where they explore the opportunities, risks, and future of influencer marketing!
Christian HunstadSales Manager Digital, Viaplay Group Norway
Christian Hunstad has over 10 years of experience at Viaplay and has been leading the digital sales department in Norway for the past three years. By developing innovative and increasingly addressable products, Christian has played a key role in transforming the Norwegian market. Recently awarded "Norway’s Best Media Salesperson 2024," he is recognized for building strong client and agency relationships, creating strategic collaborations, and turning businesses from unknown players into market leaders through creative and results-driven solutions.
🟣🎧Breakout 4: The Future of TV – Unlocking Nordic Potential in a Personalized World
The television landscape in the Nordics, like all forms of media, is under rapid transformation, a change driven by a multitude of tech advancements and ever-changing consumer habits. Join in to hear from a panel of key players from across the media ecosystem – media owners, agencies, and advertisers – as they decode the imminent future of TV advertising. We will delve into the strategies, the tech and the power of partnerships to give you an inside look at what the future has in store, as we can enable even more targeted and personalized advertising experiences. This is a don't miss moment if you are interested in reach, relevance, and measurable results.
Gustaf MölleforsHead of Programmatic, TV4
Gustaf Möllefors has almost 20 years of experience with digital media, having previously worked for TradeDoubler, Smartclip and Schibsted. He now leads the newly founded programmatic team at Sweden’s leading commercial broadcaster, working with agencies and advertisers to help them maximize campaign performance and making sure TV buying gets democratized.
🟣🎧Breakout 4: The Future of TV – Unlocking Nordic Potential in a Personalized World
The television landscape in the Nordics, like all forms of media, is under rapid transformation, a change driven by a multitude of tech advancements and ever-changing consumer habits. Join in to hear from a panel of key players from across the media ecosystem – media owners, agencies, and advertisers – as they decode the imminent future of TV advertising. We will delve into the strategies, the tech and the power of partnerships to give you an inside look at what the future has in store, as we can enable even more targeted and personalized advertising experiences. This is a don't miss moment if you are interested in reach, relevance, and measurable results.
Sara JohanssonStrategic Media Manager, Arla Foods
Sara Johansson is a marketer specializing in digital media and influencer marketing. As Strategic Media Manager at Arla Foods since 6 years, she ensures effective brand communication while supporting Swedish dairy farmers. Passionate about sustainability and consumer engagement, she sees influencer marketing as a key strategy
🟢🎧Breakout 3:The Future of Influencer Marketing – Growth and Restrictions
The influencer marketing industry is booming, with 1 billion in turnover and delivering strong ROI for advertisers. But with rapid growth comes new challenges -stricter regulations and increasing accountability. How can brands, agencies, and creators navigate this evolving landscape and continue to thrive? Join IAB Sweden and guests in this breakout where they explore the opportunities, risks, and future of influencer marketing!
Bastian SarottCTV Lead DACH, NL & Nordics, Teads
Bastian Sarott is responsible for everything concerning Connected TV Demand within his cluster at Teads and is also in charge of the strategic partnerships of the biggest clients within Teads. He has been a key person at the company since 2017. Previously, he led the agency sales team and prior to Teads, Bastian oversaw ad sales for Spotify & MTV in Switzerland.
🟣🎧 Breakout 4: Navigating the Complex World of Connected TV
Join this exclusive session to learn about the evolving CTV landscape, see where the journey is taking us and understand the difference between Native (Homescreen) and video formats. Additionally, Bastian Sarott will display plenty of examples of creative excellence as well as cover the most recent trends.
Matthew CoxSenior Strategy Director, Wavemaker Denmark.
Matt is a multi-disciplinary strategist whose early work at Disney ignited a passion for the power of belief and imagination. Inspired by Tinkerbell's need for belief to thrive, Matt believes strategies and AI need our imagination to stay alive. Drawing inspiration from his twin kindergarten-aged daughters, he champions using AI to become more human. Matt is currently Senior Strategy Director at Wavemaker Denmark.
🟣🎧Breakout: The Productivity Trap: Why AI Should Help Us Play, not just Perform
We’ve treated AI like a productivity tool - but what if it’s actually a playground? In this session, Matt shows how AI can help us break from sameness and spark fresh thinking. You’ll get four playful, creative prompts to reimagine media strategy and rediscover the power of curiosity in a world chasing efficiency.
Magnus KjellbergDirector of Insight Strategy, GroupM Sweden
Magnus Kjellberg is a seasoned insights professional with a strong background in media and marketing and a current expertise in consumer-centered strategy. He began his career as a Junior Planner before progressing through analytical and consulting roles. Kjellberg later held a leadership position as Head of Analytics & Insight at Wavemaker Sweden and is currently Director of Insight Strategy at GroupM Sweden. Magnus is curious by nature and in his own words he has the joy of being paid to be curious, which is a win-win!
🔴🎧 Breakout 2: Priming for Profit - Why Brand Building Means Business, and why the CMO Should Be the CFO’s Best Friend!
In this Wavemaker-powered breakout, find out why your brand is 14x more likely to be purchased if you have strong vs no priming, why building brand means building long-term demand and price power and how price and category drivers differ between categories and brand. In short, with better insights, get better business results!
Linn MuhrSenior Addressable Strategist, GroupM Sweden
Linn Muhr has 15+ years of experience navigating the ever-changing landscape of content & marketing, blending data-driven insights with gut-feel brilliance. As a Senior Content Strategist, she’s witnessed algorithms shift and technology advance, yet one truth remains constant: great content always comes first. Because she’s convinced that’s the most powerful tool we have to capture attention, spark emotions, and drive meaningful action.
🟢🎧Breakout 3: Stop Controlling Your Brand—Start Curating Chaos
In today’s fragmented media world, brands thrive on countless micro-moments rather than singular narratives. To scale authentically, brands must master influencer partnerships, create adaptable content, and leverage AI. Explore how to navigate this shift with insights from GroupM's Calle Chowdhury Hemström and Johanna Östling.
