Born: Malmö, Sweden
Worked in: Sweden; San Diego, California; Milan, Italy
Describe an innovative idea or business solution of which you are most proud. Carat Business is the only specialized business-to-business media agency in Scandinavia, and we have created a new measurement solution for worldwide B2B campaigns. This is a first and overcomes the difficulties of not being able to compare national data. This better underscores our goal is to create sales leads for our clients and demonstrates that advertising does build their business.
Why do people see you as an innovator? Because I believe that we never have problems, only temporary challenges.
What role does innovation play in your marketing strategy today? Innovation in the B2B segment is not the same as in the consumer segment. We have to think more outside the box to figure out how to even reach the target group!
What is the biggest challenge you face in applying innovative thinking to international projects? The bigger the project, the more people involved, which makes it more difficult to combine all relevant knowledge. In Sweden one kind of solution may work to reach a target group, but in China you have to think differently. You can seldom use the same solution or strategy in each country, even if your target is men in a specific segment of the rubber industry!
Internationalist Trivia: “My interests range from hunting in hard bush in Africa to wine tasting.”