Check out the first “Case Presentation of the Month” this fall, featuring cases from Länsförsäkringar and BMW! 

Here’s how the day’s program was structured (the film is below the program): 

JCDecaux & Resumé JCDecaux’s CEO Magnus Heljeberg and Resumé’s Editor-in-Chief Fredrik Svedjetun kickstarted with an open discussion about the current state of the media industry and the upcoming autumn. 

LÄNSFÖRSÄKRINGAR – Emotionally Targeted Advertising 

Länsförsäkringar’s new concept “For All Time” is significantly more emotional than the brand’s previous marketing efforts. Fanny Wallér, Head of Communication and Sustainability, along with Viking Henter, Brand Expert at Länsförsäkringar, discussed emotionally targeted communication and the importance of creating good advertising in a climate of significant ad fatigue. 

BMW and INGO – On Global and Local Balance 

In large global companies, there’s always an ongoing balance between consistent global brand management and local needs/conditions. Marie Dellbrant, Marketing Manager at BMW Northern Europe, and Simon Stefansson, Head of Strategy at INGO, shared how BMW navigated between local conditions and global demands to convey to Nordic citizens that BMW is not just about fast premium cars but also a leader in electrification.