Mats is a seasoned veteran in the Swedish marketing and media industry with over 35 years of experience from all sides of the business – as a client, for media owners and in various agency roles.
He is a former chairman of the Swedish Advertisers’ Association and co-founder of the Swedish Advertising Effectiveness Award 100-wattaren. He has been global head of brand management at both Ericsson and Electrolux, and CMO for residential developer Skanska Nya Hem as well as the digital magazine service Readly. Mats has also worked in various strategy and client management roles for several advertising and media agencies, and within the magazine side of Bonniers, the Swedish publisher and media house.
Today he calls himself a “brain for hire” and works and lectures extensively on both brand, marketing and communications strategy and on marketing effectiveness issues for advertisers, agencies and media companies. Apart from leading the work on the Effectiveness System, Mats also chairs the Outdoor Committee, the Swedish Joint Industry Committee (JIC) for OOH media.
However, he says his main claim to fame is that in his youth he once saw the Sex Pistols play live.