This morning featured an inspiring creative breakfast in collaboration with Sveriges Annonsörer. It’s always valuable to gather and exchange ideas about our industry and future opportunities.

Jim Carlberg, Marketing Director at Samsung, emphasized the importance of making the right choices and sometimes saying no. In a world where “more” is often seen as better—preferably everything at once—the ability to prioritize is one of the key strategic strengths.

Sindra Liebe, strategist, and Felix Jörneman, copywriter at Åkestam Holst / NoA, shared insights from IKEA’s latest campaigns where they transformed their product communication to maximize impact in reach media. For example, they included multiple languages to warmly welcome all tourists to Stockholm.