Multi-award winning Swedish creatives behind edgy Ikea work to keynote at Mumbrella360

The leaders of one of the world’s most talked about advertising agencies, Åkestam Holst of Stockholm, will fly in to speak at Mumbrella360 in June.

Recently named AdWeek International Agency of the Year and winner of the Innovation Grand Prix at the Cannes Lions, Petronella Panérus and Magnus Jakobsson will speak in Australia for the first time to discuss their breakthrough work, culture and diversity initiatives and how they are shaking the advertising world from Sweden.

Åkestam Holst, Innovation Grand Prix winner at the Cannes Lions and AdWeek International Agency of the Year, will keynote at Mumbrella360

In particular, the agency has created significant work for Ikea, giving the traditionally safe brand an edge. Executions have included renaming Ikea products after popular Google searches, TVCs exploring the difficulties in family relationships including divorce, adoption and heated arguments, slow-TV ads enticing the audience to skip them and a print advertisement for a cot that doubled as a pregnancy test.

Ikea’s marketing has been given an edge by Åkestam Holst

Åkestam Holst has also won multiple awards for its culture and diversity. Currently heading up one of the biggest advertising agencies in Scandinavia, Panérus and Jakobsson have employed a growth strategy that focuses on diversity and equality as much as it does revenue growth. The current senior management team is 55% female, with a near even spread across creatives, account executives and new recruits, while revenue has also been climbing.

This progressive approach flows into the work it does. Most notably, the agency was a key force in the creation of Humanium. Made from the recycled metal of melted down illegal firearms, Humanium is a metal that can be purchased for commercial production, with proceeds going to funding for gun-violence victims and projects to rebuild conflict-torn societies.

Åkestam Holst won at the Cannes Lions for its part in Humanium metal

The firearms were taken from El Salvador and transported to Sweden where they were turned into stainless steel powder. The agency won the Innovation Grand Prix at the Cannes Lions for the work.

Panérus and Jakobsson will join one of Microsoft’s leading thinkers in search, Christi Olson, as global keynote speakers. Mumbrella360 is Australia’s biggest and best media and marketing conference with an array of national and international senior industry leaders speaking, and an audited attendance of over 2,000 people. Tickets are currently on sale at super-earlybird pricing here, with discounts of up to $800, but the offer ends tomorrow at 9am.

Submissions for Mumbrella360 sessions remain open, but will close on Friday. You can submit your ideas here.


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