íslenskaíslenska

Branding
& strategy

Where is your brand headed?

Hótel Reykjavík Grand
2 November 8:30–13:00
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This year's speakers are all experienced talents from the world of strategy, design and marketing from around the world. Four come from Norway, one is Peruvian-Lithuanian and the keynote speaker is an Australian from New York. Their talks will include some amazing advice on strategy as well as exciting and instructive examples of successful branding and marketing from a number of leading brands.
Breakfast and lunch included.
Immediately after the lunch break, conference guests are invited to purchase a two-hour workshop with Mark Pollard from 13:00 to 15:00.
Mark Pollard
Strategy Is Your Words
Hailing from Australia, Mark is a true master of strategy – and words. All strategy begins with the right words, as the name of his book implies; Strategy Is Your Words. In the book he takes a deep dive into the minds of strategists – it’s must-read for everyone in the field.

Mark owns and runs the strategy and training company Sweathead in New York, where he has, among other things, worked with giants such as The Wall Street Journal, Twitter, EA Games and The Economist. He also hosts the hit strategy podcast Sweathead, which now has around 1.4 million listeners.

Previously, he led strategy teams at Mighty Jungle, McCann, Leo Burnett and Big Spaceship. He has sat on the juries of prestigious awards such as the Jay Chiat and Webbys and has been a committee member of the Australian Account Planning Group (APG). He has written for Vice, Quartz and Wharton's Future of Advertising and launched Australia's first hip-hop magazine in color.

Mark has lectured at TEDx, Miami Ad School, and the Cannes Festival of Creativity to name a few, and his lectures and workshops attract attention wherever he goes.
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Immediately after the conference and lunch break, conference guests are invited to purchase a two-hour workshop with Mark Pollard from 13:00 to 15:00.
Picture of Mark Pollard
Picture of Ida Louise Andersen
Ida Louise Andersen
Branding Norway
Ida Louise Andersen has a double bachelor's degree in graphic design and art direction from NABA (Nuova Accademia di Belle Arti) in Milan, and works as a senior designer at Scandinavian Design Group. She believes firmly in the power of strong ideas and storytelling, putting both her head and heart into her solutions, no matter the project, always with the goal of moving people. Her work revolves around designing brand systems that offer unity, consistency and flexibility.

Branding Norway, image building for the “brand” Norway, won a gold medal in the European Design Awards 2021, but Prime Minister Erna Solberg launched the project with a greener and more sustainable future in mind. The new visual language reflects diversity and presents Norway as an exciting country to visit, live in and invest in. It draws inspiration from national heritage and traditions while at the same time challenging established beliefs. It is a good example of how clear strategic planning and positioning can deliver a dynamic concept – a new identity for a nation.
Antonio Bechtle
The Power of Imperfection
Antonio is of Peruvian origin but lives and works in Vilnius, Lithuania as the creative director and co-owner of advertising agency BM Boutique. As such, he has won awards for putting Vilnius firmly on the map as a tourist destination – not just once, but twice. In his talk the subject, he will discuss how an "imperfect brand" can bring much more to the table than a "perfect brand".

Antonio took his first steps in the advertising industry in Peru as a copywriter at Leo Burnett and later at JWT. After moving to Lithuania, he worked at Not Perfect Y&R and Milk for seven years, the most awarded agency in the Baltics, before starting his own – BM Boutique. He also teaches at Atomic Garden – The School of Advertising and Creativity.
Picture of Antonio Bechtle
Picture of Helene Devold
Helene Devold
SpareBank 1
Helene is a Senior Designer at SDG – Scandinavian Design Group in Oslo. She has extensive experience in different fields of design, but during her professional career she has also been involved in projects related to the development of electronic solutions, strategic planning and service development.

In her talk, Helene will discuss a major rebranding project she led for established Norwegian bank SpareBank 1. It's always a challenge to tell a well-known story with a new voice and new look. For banking institutions, it is also more important than ever to earn the trust and loyalty of customers and to offer excellent products and services. At the same time, brands are judged much more on how they want to contribute to a sustainable future.
Nicklas Haslestad
Amerikalinjen
In his work as a design manager (Creative Director & Senior Designer) at the Scandinavian Design Group in Oslo, Nicklas combines Scandinavian aesthetics, realism and imagination, resulting in a mix of strong concepts and excellent design craftsmanship. Nicklas has specialized in brand image building and has worked for advertising agencies in New York, LA and Oslo, with brands such as Amerikalinjen hotel, Adidas, Brand Norway, Health Network of Norway, Mastercard and Munch Museum.

Nicklas has won several awards both inside and outside Norway. Most notably the project for Amerikalinjen, which involved designing a modern hotel in the 100-year-old headquarters of a shipping company, received numerous awards and recognition; Ahead Awards Europe, Ahead Awards Global, Norwegian design award Visuelt, European Design Awards, Gullblyanten and a nomination for ADC Europe.
Picture of Nicklas Haslestad
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