Fernando Machado, Global Chief Marketing Officer, Burger King


In the world of today, standing out is not just a nice to have but the only way to survive. Through a series of award winning case studies, Burger King will share some of the principles on how to develop work that truly stands out and how that creates value for the brand and the business.

Top 5 questions this session will answer:

• How do I brief to get high voltage ideas?
• How to convince your client to take “risks”?
• Do impressions/ earned media translate into sales?
• What type of research/ mitigation plan do I need?
• What if I embrace risk and everything goes wrong?

Fernando is a global marketer with a passion for growing brands and businesses. With more than 120 Lions in Cannes (5 GPs), 16 D&AD Yellow Pencils, 1 Grandy (McWhopper), and 2 Grand Effies in North America, Fernando is known for pushing the creative boundaries to drive business growth. Currently as Global CMO at Burger King, Fernando’s focus is infusing the brand with purpose, modernizing the design, and inspiring the organization around brand development.

Under Fernando’s leadership, Burger King became Client of the Year at the D&AD in 2016, Creative Marketer of the Year in Cannes 2017, Client of the Year at the One Show 2018 and Advertiser of the Year at the Clio Awards 2018. Fernando led campaigns such as “Proud Whopper”, “McWhopper”, “Google Home of the Whopper”, “Burning Stores”, “Bullying Jr”, “Whopper Neutrality”, and “Scary Clown Night”.

Prior to joining BK, Fernando worked for 18 years at Unilever. Starting as an intern, he moved up the ranks working different product categories and brands, including Dove where he led the groundbreaking “Beauty Sketches” (Titanium GP in 2013).

Fernando was recognized by Adweek as Grand Brand Genius (’13 and again as Brand Genius in ’18), by the AD Club of NY as Marketer of the Year (’17), by Business Insider as top 10 most innovative CMOs (’17 and ’18), by AdAge as top 50 most creative people in the business (’17), and by Forbes as Top 100 Most Creative Minds in Business.


Märtha Rehnberg

Märtha is a trained political economist and published scholar on the future of global value chains and new technologies. She has held talks internationally on what she calls technological intuition and responsible disruption. Notions she uses to inspire individuals to lean into new technologies with curiosity, critical thinking and courage to self-disrupt.

As an original agenda-setter, Märtha Rehnberg been selected as a Leader of Tomorrow by the St Gallen Symposium for three consecutive years, and profiled as a FemTech Leader by Innotribe, the Carlisle & Gallagher Consulting Group and the Digital Finance Institute.
In 2018, she was appointed member of the High Level Industrial Roundtable “Industry 2030” by the European Commission to define and co-author a bold strategy for the future of European industries.

Märtha Rehnberg provides a young professional’s take on the technological reality we are creating. One in which the technological utopia frees us from laborious tasks that hamper creativity, encourages our mindfulness and focus to discuss and solve big issues. But also, one in which the technological dystopia deceits us into uncritical adoption and adaption, invades our understandings of ethics and privacy, and locks us to our couches streaming Netflix.

In her talks, Märtha Rehnberg talks about Technological Intuition as the new and ubiquitous skill needed to navigate key digital, super intelligence. To this end, she dives into industries that are in digital transformation to highlight some of the promises and perils that precisely depend on our ability to apply Technological Intuition.
She is a former intrapreneur at the shipping conglomerate Maersk wherefrom she spearheaded the industrywide introduction of 3D printing. Her determination to localize sustainable production has made her special advisor to a nationwide 50M DKK ‘Additive Manufacturing -hub’ in Denmark – a venture she wrote the vision for.


Oobah Butler

Oobah Butler is a filmmaker and writer. Over the past two years, his work has gone from quietly admired on VICE Magazine and The Guardian to being renowned globally, recently being interviewed in the New Yorker, profiled by Scott Simon on NPR and endorsed by individuals such as Turner Prize-winning artist Grayson Perry, WIRED Editor Nicholas Thompson and scores of other world-renowned journalists like Grace Dent, Marina Hyde and Joel Golby.

For the most part, his work uses comedy and absurdity to comment on the modern era. For example, after releasing his film and article in which he made the shed he lives in TripAdvisor’s top-rated restaurant in London, Oobah dominated headlines globally in the climate of ‘fake news’, being interviewed on television stations all over the world. Singaporean parliament used his work as an example to inform new laws on fake news; The Washington Post penned a feature about his work. The likes of The Guardian and The New Yorker referenced it as a critique of online reviewing culture, while it was endorsed by the likes of NOMA chef Rene Redzepi and Observer food critic Jay Rayner.

Whether it’s swindling his way as a fake jeans designer, Georgio Peviani, to the top of Paris Fashion Week like he did in his latest video – again gathering over 20 million views online – or sending fake versions of himself to be on TV around the world, his ambition is to explore different worlds in an interesting, contemporary way.


Maria Wetterstrand, Miltton


Maria Wetterstrand, Green Public Speaker, Lecturer, Writer and CEO of Sustainability Agency Miltton Purpose provides a highly current lecture on sustainability, communication and AI. How should you think and act to succeed with your communicative efforts on sustainability? Here you get the tips, ideas and pitfalls. Perhaps it will be your best-invested minutes in 2019.

Power of DATA
Creative TECH

From 10:00 our stages will be filled with the best speakers in their area. Choose the most interesting track of your choice, or visit all the different scenes during the day.

Moderator: Creative TECH

Johan Witt

Johan Witt is a Partner of IT and Management Consultancy Netlights. Lectures at Stockholm School of Economics and has a past as CEO of the architect firm Krook and Tjäder.

“During my 13 years at Netlight, I have experienced growth from 18 people to over 1250, we have opened 9 new offices in Europe, which is entirely through organic growth. We have also won a number of fantastic awards, such as Di maratongasell, The Week’s Business Super Company, Sweden’s best selling organ, CEO of the year, etc.

But of all the prices I’m most proud of is when Netlight won the award as Sweden’s best employer! 2015, 2016 and 2017.”

Moderator: Era of MARKETING

Patrik Stoopendahl

Head of Strategy & Science Odyssey and
PhD-student INSiDR, Jönköping International Business School & Borås University

As Head of Strategy and Science at Odyssey I work in the intersection of scientific research and strategic consumer insight. My commercial work often consist of leveraging consumer insight to better enable brands’ efforts in forging data-driven customer relationships and also how that ‘relationship’ is perceived and experienced by consumers. My research fields include retailing, marketing and consumer behavior and I have the privilege to pursue my PhD at the graduate school INSiDR at Jönköping International Business School and Borås University.

Moderator: Power of DATA

Sara Rönnkvist, CRM manager,  AB Nordiska Kompaniet

Background in communication, marketing and CRM from among others 3, Readly and NK
Working with CRM, loyalty and customer development is the best. However, insights and data are needed to do this in a sensible way. Lots of data, but above all the right kind of data. Therefore, it should be really exciting to both get to know the latest from the experts and at the same time get the honor to lead the power of data track on this year’s Guldnyckeln.

Markus Wulff, Analog & Tech

Marketing is changing because consumer’s behaviours are changing. Technology innovation create new ways for brands to establish loyalty and consumer insights.

How are brands using internet of things to achieve competitive advantage?

How can the marketing role embrace tech innovation to create new added values for the end consumer?

Markus Wulff is a digital business developer with a educational background in both technology and marketing. With experience from entrepreneurship and large corporations, Markus’ focus is to develop new revenue streams by enabling marketing and tech innovation as a part of creating new consumer values.

Oddyssey & Tobias Sjöqvist, Founder and CEO, Qogai Analytics

Closing the analytical gap

We see it everywhere. Organizations are working based on functional division of labor (Marketing, Sales, R&D, Finance etc.) which has created siloed customer data. At the same time most organizations are constructing Data lakes and warehouses. And hirering all the data scientists they can muster up. The end goal for most organizations, when it comes to connecting their data, is to automate and minimize risk in all their processes. From finance reporting to customer communication. But due to the low analytic competence most are still struggling to connect the dots for real. The time for change is now. If you want to succeed and close the gap you need to add a layer of insight and both tactical and strategic thinking. And that is, in our mind, only possible with advanced analytics. Used in the right way advanced analytics combined with good business understanding will close the gap.

During this session Tobias Sjöqvist, Founder and CEO of Qogai Analytics will guide you into the world of analytics. Helping you get a better understanding of what you can do to connect the dots – making sure you don’t miss out on new business opportunities and enabling you to provide better customer experiences.   

A new kind of agency.
Odyssey is a Market Research and Martech Management Consultancy combining Market
Science, Data Science and Process Management. We help our clients fuse customer and market data, integrate marketing models and align their marketing organization.

Drive your business and your brand via voice & digital assistants.

Smart speakers and the use of digital assistants show a record-high growth rate. The technology creates new opportunities to build scalable, automated relationships with your customers and create new behaviors. At the same time, the development leads to a number of issues – how does my brand sound? How should our customers find our solutions within Voice? How can we use Voice as a growth engine for our business?

Listen to a deep dive around the most revolutionary changes in recent times and take part of practical examples of how technology can create concrete values.

Talking to me is the Nordic region’s first strategic specialized Voice Design agency. The company offers strategic advice on Voice and develops and optimizes voice services and digital assistants.

Lecturer: Kajsa Tretow, Voice Designer, and Diana Mosa, Business Developer

Cameron James Wilson, CEO, The Diigitals

The world’s first AI model

CEO of The Diigitals and creator of Shudu. Cameron James Wilson are a fashion photographer who created the worlds first ai model, Shudu.  Cameron´s topic are: Focus on the Future of Digital/Artifical Influencers, the trend and where it’s heading, how far can it go?

Madeleine Björninger, Marknads- och Försäljningschef Villaägarnas Riksförbund & Stefan Blomqvist, VD och Grundare 21 Grams

New payment methods – New customers

Description: With Swish QR code on the letter, you not only give your customers an attractive offer, you also get the money the moment the payment is made. We tell about the technology that creates these opportunities and how it attracted new members to the Villaägarnas Riksförbund. A digital payment method for a letter gives the best of both worlds.

Stefan Blomqvist is the CEO of and founder of 21 Grams. He has more than 20 years of experience in business development and international sales in the communication business.
21 Grams is in equal parts technology companies as cost-effective letter and digital communication distributor, with services such as Swish-QR, Kivra, E-invoice and others.

Madeleine Björninger is the marketing and sales manager for the Villaägarnas Riksförbund. She has more than ten years of experience in sales, membership recruitment and communication in leading positions.
Villaägarnas Riksförbund works to make the homeowners’ everyday life easier through professional advice, benefits & discounts and a unified vote for better housing conditions.

Anders Sjönvall, Valtech

Service driven communication

To be truly successful from now on you need to make your whole brand accessible, and not just your latest product.
Make services that enable a user to buy second hand, re-cycled or used for example. Make services that lets a customer make your company look smart, aware and progressive.
Make services that writes you stories, stories that matters…

At Valtech, creative and innovation work is extracted from a very close relationship between developer and creative. Its iterative process where prototypes and tests finally sets the final product on stage.
Along with this processes exciting stories are written. Stories based on their clients– and their clients actual needs and demands. Those stories are the basis of the service solutions.
How do we use those stories and solutions as marketing and communication tools?
Who should tell those stories?
How do we reach an “always on” state?
What is true experienced value?

Anders Sjönvall work as a creative at Valtech, in their newly started Run team, where they create and optimise, innovative data driven solutions – to maximise Valtech´s clients digital presence.

Lena Lindgren, Head of Digital Marketing & Magnus Zackariasson, Digital Strategy Manager

Some learnings from doing the Martech thing

The digital revolution changes everything. Transformation is critical, yet often difficult, and getting the technology in place is the easy part. To succeed you also need to have a look at your way of working, company culture and business leadership.

For example:

– You might need new friends
– Nobody knows & Anything goes
– Death by admin – no more
– Crashing is great!
– Don’t go Björn Borg

In essence, you need to redefine your business completely.

Canan Yasar, Creative Director at Obeya PR, Nicole Kavander, Account Director & Strategist at Creuna & Roshanak Fatahian, Client Director at Making Waves

’Diversity in advertising – why and how’

The lack of diversity in the industry has been a topic amongst us three founders for a long time. We’ve raised the issue for years and whenever we asked agencies the question ’why isn’t there more representation here? we got the answer: ’there isn’t any to employ’. So initially we wanted to prove them wrong. If we gathered all of us non-white creative professionals not only could we do that but also have a safe space for us to share experiences, discuss industry related topics and network. That’s why we started All of us – a network aiming to create a more diversity and inclusion in the creative industry in Sweden.

We work actively to change the industry from within to have more diversity and inclusion both in its workforce but also the communication we create. The network offers support on all aspects including recruitment, education (both at schools, agencies and clients) and jury/panel members. The best way to participate is to open up a conversation and ask for help. We believe that we all want the same goal and the best way there is to work together to create a more inclusive creative industry.

The network is open to join for everyone that is non-white, active or aiming to be an active professional in the creative industry in Sweden.


Filippa Bätjer, Nordic Business House

”Filippa moved to Shanghai in 2014 and four years later she graduated from Donghua University in Shanghai. She now works at Nordic Business House, a marketing agency helping western brands tap into the Chinese digital landscape.

She will share some things you wouldn’t want to miss; Like connecting with one of the world’s fastest-growing consumer markets. A different market where Google, Facebook, Instagram, and Twitter don’t run the show.

China is home to some of the world’s largest social media and messaging networks. And they are all very innovative, offering functions besides messaging that we are unfamiliar with in the west.

While online gaming and live-streaming are natural entry points for social media other platforms such as ByteDance are challenging the traditionally BATS-led market (Baidu, Alibaba, Tencent, and Sina) with its new technology.

Chinese social media is a hub of innovation, in the absolute forefront of digital technologies. They are pioneering trends that will ripple throughout the west”

Henrik Kihlberg, Communication Services, Postnord

Media habits in the Nordics 2019

In our survey, Nordic Advertising Compass 2019, we have asked 1000 consumers in each of the Nordic countries about their media habits. As media habits and values change rapidly, this pin-pointing data from January 2019 will give you valuable guidance on how to reach consumers. Which industries are you interested in and what communication do you like? We have seen from previous years that sustainability is increasingly in focus by consumers. What for sustainable choices do consumers today? We will also tell you what consumers think is sustainable media use and what they do for choices in order to reduce their time online or avoid advertising. The focus will be Sweden, with some insight into differences in the Nordic countries.

Lise Tangen Hansen, Head of Client & Services, Penetrace

Why is succeeding in marketing more challenging than ever?

It´s easy to blame increasing numbers of players in the game, or the complexity of the marketing mix and sure these consumers are more demanding than ever before. The explosion of data sources has caused unclarity for marketers, and many seem to have forgotten the value of solid preparatory work! Lise will give you a framework of how to succeed with marketing in the digital age.

Lise has almost 20 years of experience in marketing and communication from leading positions in Carlsberg and Dentsu (Vizeum and Carat). Today she works as Client Director in Penetrace, marketing technology agency. Lise has had a clear voice in the industry and is a renowned speaker within topics such as consumer mindset in the digital age, Millennials and effect documentation. In 2018 Lise won the coveted Speaker Of The Year from The Norwegian Advertiser Association (ANFO).


Helena Eklund, Marknadsdirektör Filmstaden AB & Carolin Högmyr, Marknadschef Filmstaden Business AB

Drama, action, thriller and comedy! The rebirth of an iconic brand.

In 2018, Sweden’s leading cinema chain SF Bio became Filmstaden due to new ownership structures. Besides a new logotype and design profile, the iconic soundintro, composed in 1943 had to be changed as well. But how do you formulate a brief to create a piece of music that is as well known as Glassbilen and the national anthem? And how do you involve your customers and employees in the journey of changing a 100 year old brand?

Helena Eklund and Carolin Högmyr tells you the full story, worthy of any awardwinning picture and the triumphant crescendo in terms of results.

Fredrik Hildebrand, Brand & Communications Director at Creuna

What about voice assistants? Isn’t it something of a day-old? How to think when marketing something to centennials? What can we learn from Cannabusiness?
Just returned from SXSW comes Fredrik Hildebrand to Guldnyckeln and tells about the most important trends from this year’s edition of the conference in Austin.

Lars Lindqvist & Michael Dahl Senior customer strategists, Relation & Brand

Customer programs and the soft touch

Most loyalty or customer programs are fundamentally about gaining customer insights in order to optimize sales. – In practice, by collecting customer data which hopefully gives a somewhat solid picture, and in return, rewarding customers with offers, bonuses, perks, treats, experiences

But what if we only get the “hard” CLICKS and BUYS part of the picture, and totally miss out on the “soft data” with key insights about what the customer actually THINKS and FEELS – the customer’s very experience of the program and the brand?

We strongly believe that Customer Concept Experience (CCX) with “soft data” is a future key area to drive true Customer Lifetime Value (CLV), and move customer programs to the next level.

We have therefore launched a brand new CCX analysis concept. – And in addition, we have launched the survey Lojalitetsprogramsindex™ together with Swedma in 2019, which will give valuable insights on how Swedish customer programs prioritize and are vested along the Customer Insight Value Chain. – What data and analyses do we have, or lack? Which “soft” and “hard” insights should we have? What do they tell us? Furthermore, we will also present some key future value drivers and interesting trends.

Erik Otterberg

The Black Box Era

The goals of marketing haven’t changed! Marketing is still meant to get people to choose you over competitors and to sell more. Digital marketing though, is changing the way we work with marketing. Programmatic platforms, trading desks, data sellers, optimizing tools, verification services, etc. fight for the advertising budgets and claim their value and position in the market. As an advertiser you have more options than you can handle and it’s nearly impossible to understand the value of each.

Many intermediary players in the market are in some way a Black Box, meaning that what happens behind the scenes is not transparent to the advertiser, whether it’s the business model, the technology or the audience segments.

Erik Otterberg will in his speech dig deeper into this topic and give actionable insights on how to act in this changing space.

For 2.5 years, Erik has been running the digital expert agency Trigger Company. Erik founded the company in order to drive a change in the market and give advertisers the control back. Before Trigger, Erik worked at Schibsted for 9 years heading up the Programmatic Advertising and Ad Technology department.

Anna Albinsson, Bisnode

“Smarter marketing with predictive analysis”

For more and more marketing managers, smart data has become the central driving force for insight, analysis and strategy. Hear Anna Albinsson tell you how to use predictive analysis as a tool to meet the right target group with the right message in the right channel and ultimately create a higher return on your investment.

Daniela Lueth, Global Product Owner Marketing Mix Modelling, Nepa

The revival of brand

After several years of focus shifting from brand driving communication to more tactical and digital communication, the relevance of brand building is slowly coming into focus again.

This time though the world is more complex than ever before which makes the task of efficient brand building truly challenging. Recent data shows the strong importance of the upper brand funnel, e.g. salience and consideration, but despite these insights many advertisers are investing more and more in short-term activation focused communication at the cost of brand building investments.

Increasing marketing efficiency isn’t just about short-term sales; it’s about understanding and measuring brand and the impact of brand on ROI both in the short and the long term.

During this session we will show how a holistic and data driven approach to understanding how brand building communication affects short- and long-term sales can look like and what’s in it for the advertisers.

Manuel Tönz, SAS Institute

Artificial Intelligence to optimize customer journeys

Customer Journeys are the most mystical aspect of the marketing process. How shall I guide the customer? When should I engage him or her with additional information? These questions can best be answered by a data base customer journey optimization leveraging the latest artificial technology components. SAS is the creator of the modern analytical era and since 1976 the leader in data based business decisions.

Acting as a Customer Experience Advisor for SAS Institute Software Manuel is responsible for the consulting of Customer Intelligence solutions in North EMEA. Manuel is a recognized technology tactician with over 15 years’ experience in delivery models for financial institutions including Sparda Bank, UBS, Credit Suisse, Bank Safra Sarasin and more. With a pragmatic approach and entrepreneurial spirit, he has broad international experience in the US, UK, Europe, and Asia Pacific. Manuel has a Bachelor in Economics from the University in Eisenstadt, Austria and is a Federal Certified IT Specialist in Switzerland.

Alexei Kounine, Selligent

Building the perfect customer experience using Artificial Intelligence

Offering a personal and relevant experience to each consumer and prospect is the top priority on every marketer’s mind, but also their biggest challenge. The way today’s consumers interact and engage with your brand becomes increasingly complex to understand and predict. The marketing channels to choose from are countless making each journey unique. Come and learn how Artificial Intelligence (AI) helps modern marketers create real-time 1:1 personalized experiences for each consumer, while focusing on the overall marketing strategy and letting the AI manage the execution.

Alexei is the Director of Innovation at Selligent Marketing Cloud. Alexei is a technology enthusiast with a particular interest in data science, machine-learning and SaaS. He was the co-founder and CEO of TasteHit, a startup developing AI-powered marketing tools for online retailers, which was acquired by Selligent. Prior to founding TasteHit, Alexei spent 6 years at Cisco, where he has taken different roles in the Sales organization. Alexei holds an MA in Computer Science from the Federal Institute of Technology (EPFL), Lausanne, Switzerland.