Agenda and speakers

09:30  Registration and breakfast

10:00  Welcome and opening of the Comprend day 2025
Per Bruun, CEO Comprend

10:15  "The difference between getting an impression and making an impact"
The conversation has shifted – from competing for talent to unlocking its full potential. It’s no longer just about hiring the best, but enabling people to do their best work. Yet many organisations still struggle to create a culture that truly puts the customer at the centre. So what is the winning formula for lasting impact?
Jerker Fagerström, CXO Aura

10:45  "AI and legislation"
Legislative and political challenges and opportunities with AI within EU.
Marie Nicholson, Member of the Swedish Parliament (M)

11:15  Fika - break

11:45  Breakout sessions

12:30  Lunch

13:30  "From ‘best-kept secret’ to growth story: how Redevco is communicating change from the inside out"
How Redevco is transforming to attract external capital and reposition the real estate company for future growth - balancing internal engagement with an outward shift. The result? A growth story rooted in humility, creativity, and a people-first spirit.
Priscilla Tomasoa, Head of Marketing and Communication, Redevco

14:00  "Technology finally fit to serve" 
Saab shares how, with technology finally fit to serve, it's now possible to unify content creation, activation, and analysis in one seamless flow at a time when the defence industry is facing a unique challenge of extreme growth.
Benoit Passard, Group Communication-Editorial, Saab

14:30  Fika - break

15:00  Breakout sessions

16:00  "Unexpected collaborations towards fossil freedom – Creative activations that  connect" 
Vattenfall shares how brand activations uses unexpected storytelling to challenge perceptions, spotlight innovation and drive transition towards fossil freedom
Paul Morel, Manager Brand Activations, Vattenfall

16:30  Panel and wrap up

17:00  Pre-drink and mingling

18:00  Food and more mingling

Breakout sessions

There will be two slots with breakout sessions. As a registered guest, you will get an email where we ask you to let us know which two sessions you are most interested in participating in. We’ll do our best to accommodate your preferences. If you haven't received the email please contact Helena Wennergren (helena.wennergren@comprend.com). 

Morning sessions

To understand customer needs and expectations, we need data and insights. How will we approach this going forward – balancing legislation, privacy, and the role of AI?

Hosts:

• Marie Nicholson, Sveriges Riksdag (m)
• Staffan Lindgren, Group CTO and Chief AI Officer Aura

How to turn customer insights into action using the right marketing technology. From data to delivery, making martech work across the customer journey.

• Mira Mäkiranta, Director Data and Insights Comprend
• Mikael Åstrand, Senior consultant Comprend

How creativity helps brands cut through the noise, feel more personal, and avoid being forgettable. Why it matters – and how to make it work.

Hosts:

• Ulla-Karin Barrett, Strategist Comprend
• Jerker Fagerström, Chief Experience Officer, Aura

Balancing innovation and impact across web, e-commerce and mobile to create the biggest bang for your buck!

Hosts:

• Thomas Johansen, Client Growth Director Comprend
• Magnus Dahl, Engineering Manager Ikea
• Kimmo Kanerva, Executive Director Comprend

Afternoon sessions

2.1 Designing for everyone – the value of diverse perspectives

Why diversity and inclusion matter in design and content – from accessibility and representation to challenging bias. As AI tools become more common, human perspectives are more important than ever.

Hosts:

• Paul Coventry, Communications consultant, Comprend
• Anya Ernest, Women in tech Gothenburg/Polestar
• Gabriella Fritzson, Creative director, Comprend

2.2 Content that connects – orchestration and precision with content platforms

How to create and orchestrate content that truly connects – with a customer-first mindset and a focus on relevance.

Hosts:

• Sama Asali, Strategy & Value @ Optimizely
• Andreas Westling, Owned Digital Manager, Arla
• Claes Friberg, Senior Advisor, Comprend
• Johan Rappling, Senior SEO consultant, Comprend

2.3 Trusted, transparent, and credible – turning audiences into advocates

How trust and transparency can drive meaningful, long-term growth, and how companies are meeting rising expectations in today's complex landscape.

Hosts:

• Gabriella Björnberg, Managing director Stockholm, Comprend
• Michael Pullan, Head of digital communications, Centrica
• Humla Törd, Service lead Webranking, Comprend
• Mats Rönne, consultant, Aura Insights

2.4 Marketing from the ground up – how to build a brand in a sales-first world

How shifting from sales-led assumptions to customer insight transforms collaboration, clarifies brand expression, and builds trust across every touchpoint.

Hosts:

• Linnea Källgren, Head of marketing and communication, Arval BNP Paribas
• Karen Lester, Senior consultant, Comprend
• Johan Sixtensson, WaaS service lead, Comprend

When and where

When: Thursday 22 May 09:30 until late

Where: Comprend, Sveavägen 20, Stockholm, Sweden

Some of the speakers