Infrastructure is rarely discussed in the context of brand growth. Yet for Jenny Olsson, Marketing Director at the Øresund Bridge, the fundamentals of marketing remain strikingly familiar. In this conversation, she explains how a unique, cross-border connection between Denmark and Sweden is driven not just by traffic, but by brand, behaviour, and the ability to inspire people to travel more. A Different Product, the Same Marketing Fundamentals At first glance, marketing a bri

Stockholm, 2 June 2026 - DVJ Insights is pleased to welcome Malin Larsudd to its Nordic team as Consultant, further strengthening the agency’s expertise in strategic insights, innovation, and shopper research. Malin brings more than 15 years of experience in insights, brand strategy, and consumer understanding, having previously worked with companies such as Coop, Nepa, and Ipsos. Throughout her career, she has worked closely with brands across a variety of industries, help

What makes brands grow? We spoke with Professor Koen Pauwels, who is referred to by Mark Ritson as “the best marketing professor on the planet”. In this conversation, Professor Pauwels shares a clear and practical view on the topic. From positioning and segmentation to data, differentiation and long-term effectiveness, his argument is simple: growth comes from making sharper choices, executing them consistently, and using data to improve decisions rather than just defend them

Bjørn Barfod Vestergaard is a Danish entrepreneur, marketing expert, and media profile, best known for his work within the podcast space and as the host of the business podcast Rollemodellerne (“The role models”). Alongside his podcast, he is the founder and CEO of Amp 99 which is a part of SuperSonic Collective, an AI-driven platform that connects brands with relevant podcasts. With a background spanning companies such as Danske Spil, DSV, and Ekstra Bladet, Bjørn combines s

Artificial intelligence is changing the marketing and creative industries at speed. But for Alistair Robertson, Creative AI Director, its real significance is not that it replaces creativity. It is that it could help brands get back to what has always driven growth: genuine distinctiveness, stronger ideas, and more effective brand building. With experience across FMCG, finance, healthcare and technology, Robertson has seen multiple waves of change in advertising. His perspe

The Dominant Paradigm: Business Metrics and Operational Thinking in Segmentation In segmentation, there is rarely a clear “right” or “wrong.” Instead, segmentations are more or less useful depending on how effectively they help achieve business objectives. And those objectives are typically framed in familiar, measurable terms: growth, revenue, market share, or profitability. When defining success—and even more so when proving it — organisations tend to fall back on tangible

London, 20 May 2026 - DVJ Insights welcomes Nicola Ball as consultant in the UK, further strengthening its shopper and innovation expertise and supporting continued growth in the region. Nicola brings more than 20 years of experience in shopper research and consultancy. She started her career at Kantar Worldpanel before moving to Australia, where she held shopper and customer insight roles at Colgate-Palmolive and Lion. Most recently, Nicola worked at IGD, where she provide

Over the past decade, brand growth has become increasingly grounded in data, evidence, and structured decision-making. In this conversation, Alexander Dedovets, responsible for Marketing Effectiveness at Cloetta, a leading confectionery company in Northern Europe and home to some of the strongest brands on the market, shares how the company approaches growth through a clear focus on penetration, product quality, and evidence-based marketing. From prioritising “superbrands” an

In a category as complex and high-stakes as higher education, brand growth is no longer just about filling seats. It is about building trust, authority, and long-term relevance in a market where decision-making is increasingly fragmented, emotional, and influenced by a multitude of touchpoints. Ana Marín, Marketing Manager at Universidad Europea, sits at the centre of this transformation. Responsible for driving growth across strategic verticals within one of Spain’s larges