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The commercial power of brands in the digital world

Our new study evaluates the effect of the brand in online sales, and the efficiency of brand- and non-brand SEM-investments.

What role does brand play in shaping your online sales, and your SEM investments?

Download the report now!
Robert af Klintberg Ryberg

Why your shrinking budget will penalize you more today

Hello, budget season. Every marketing manager’s favourite time of year. If you're forced to tighten your belt a hole or two this time, you can take comfort that you're probably not alone. However, a reduced marketing budget may sting more than before as the consequences may be greater.

The future role of marketing departments

Our new study shows that marketing departments are drowning in production instead of creating business value.

How can you make your marketing department fit for the future?

Download the report now!
Peter Lundberg

Earth is not flat. Nor are creative organisations.

Too flat creative organisations are hardly a widespread problem. Rather, we need to work to cut down the middle management. This is what Peter Lundberg, CEO of Kapero, writes in a response to Björn Rietz's column in "Resumé".
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News

The Marketing Department of the Future Comes to Stockholm on May 27

On May 27, 2026, Stockholm becomes the Nordic capital of marketing strategy when Resumé’s flagship conference “Framtidens Marknadsavdelning 2026” (Marketing Department of the Future) gathers CMOs, brand leaders, creatives, data strategists and practitioners for a full day of insights and networking. Expect a program built for growth‑minded teams that want marketing to sit at the strategy table - not just the production line.

Transparency Is a Means - not the Goal - When You Want to Raise Working Media

Improving the efficiency of programmatic media buying takes stronger governance—not just more transparency. Here’s how to get more out of the investment and lift the share of working media.

Google Takes the Credit - While Marketing Executives Burn Through Billions

Billions are being poured into Google Ads, but a our new study shows that the majority of marketing budgets are spent on keywords that erode profit margins. The industry itself is also exacerbating the problem.

The commercial power of brands in the digital world

Our new study evaluates the effect of the brand in online sales, and the efficiency of brand- and non-brand SEM-investments.

What role does brand play in shaping your online sales, and your SEM investments?

Download the report now!

Efficient processes pave the way for creativity

To unlock creativity in an in‑house agency, process maps and control systems aren’t enough. Creativity needs protected time and space - and that only appears when the surrounding work is streamlined. Many see efficiency as the opposite of creativity; in practice, it’s often what enables it.

Can You Trust the 60/40 Rule in Marketing?

Numbers look authoritative - especially with decimals. But in marketing, even the sharpest figures can rest on shaky ground. Here’s how to treat the famed 60/40 split with clarity, context, and calm.

How many people do you need to create a winning campaign?

It's advertising awards season again. But awards ceremonies can be boring, so here's a tip to make the parade of case presentations more exciting: See if you can count how many people were involved in the teams. I bet you won't be able to do it before the slide on the screen changes.

Are you suffering from fragmentation?

At an overbooked event arranged by the Swedish Federation of Advertisers (Sveriges Annonsörer) in Gothenburg, Kapero's Robert Ryberg talked about how marketing departments can increase their effectiveness and efficiency dramatically by reducing fragmentation. As a bi-product, the staff will be happier.

Integration by a new operating model

Fremantle is a British multinational television production and distribution company based in London. Fremantle is one of the world's largest producers of television entertainment and is the production arm of RTL Group, Europe's largest entertainment distributor. They have developed program formats such as "Idols" and "Farmer Wants A Wife".

Operating model for e-com profitability and growth

Adlibris is the largest online bookstore in the Nordics. They have roughly 13 million books ready to be ordered and a total turnover of 2,8 billion SEK (2021). In Sweden they account for approximately 40% of the total book market.
Oasis reunion

A reunion bigger than Oasis’

Around the same time that Oasis split, the classic 4Ps of the marketing mix began to drift apart. It's been a longer separation than Oasis' big bang, but it contains the same ingredients: who really delivers and who is most important in the band?
Next to getting marketing aligned with business priorities, addressing the fragmentation of marketing is your best lever to pull for better impact.

Clean up your bed to maximise impact

It's Sunday morning, and you’re in bed. Saturday night was a little livelier than expected, and you fell asleep with a half-eaten chocolate chip cookie in your hand. It has now turned into a very uncomfortable and impractical bed of crumbs, but you don’t know that yet because you are still asleep—heavily.
Robert af Klintberg Ryberg

Why your shrinking budget will penalize you more today

Hello, budget season. Every marketing manager’s favourite time of year. If you're forced to tighten your belt a hole or two this time, you can take comfort that you're probably not alone. However, a reduced marketing budget may sting more than before as the consequences may be greater.

The future role of marketing departments

Our new study shows that marketing departments are drowning in production instead of creating business value.

How can you make your marketing department fit for the future?

Download the report now!
Peter Lundberg, Kapero

Marketers start at the wrong end

Most advertising buyers split their investments across an increasing number of channels and activities. The consequence is a lack of money, time and resources to develop campaigns with a higher level of ideas. When the ideas are there, there is often a lack of media money to reach out when the budget is spread over so many activities on so many platforms.
Peter Lundberg

Earth is not flat. Nor are creative organisations.

Too flat creative organisations are hardly a widespread problem. Rather, we need to work to cut down the middle management. This is what Peter Lundberg, CEO of Kapero, writes in a response to Björn Rietz's column in "Resumé".
Robert af Klintberg Ryberg

Before hiring Social Media Managers - Read this!

The suitability of recruiting multi-skilled social media managers has been debated in recent months. Some are getting it right and others being way off. However, most debaters miss the big problems and fail to unravel the causes and solutions.

Developing effective and efficient event processes for yearly global launches

The event team at Ikea creates a number of global events during the year. One of the most famous attracts journalists from all over the world to Älmhult.

Kapero joins the Effectiveness Commitee

Investments in marketing gives even less effect. Not only in Sweden, but over large parts of the world. The downward trend has been going on for over ten years. It is also seen that confidence in advertising and marketing among consumers decreases.

EFFDay:
Do you have the right balance between brand and tactical?

In the first edition of EffDay in Sweden, Kaj Johansson and Peter Lundberg from Kapero were Key-note speakers and held an appreciated live Webinar about e-commerce and marketing in Corona times.

Share of Search:
An interesting metric if you use it right

Share of Search if often presented as the saviour of marketing metrics. Especially by small brands now getting access to free market research. And it is truly a fantastic measurement that most brands should use. But are there no downsides, ifs, buts or caveats?
Les Binet Peter Field Kapero

Binet & Field:
How to get more effect from your marketing investments

How you get more effect from your marketing investments: Four points of advice extracted from Peter Field and Les Binet’s report ”Marketing effectiveness in the digital era”:

Digital content structure - from global and local to 100,000s of Brand partners

Oriflame’s products are sold by hundreds of thousands of so called Brand partners all over the world that work within their own local and private spheres.

Integration of a global marketing- and communication organisation

Hundreds of local market offices and thousands of resellers and service workshops all over the world sell Scania trucks and communicate to end customers. This puts a demanding task on Scania’s global communication department.

Corona-outlook:
”Grandma is now shopping on-line” – but what's next?

What will happen to consumer behaviour after the Corona pandemic? Have we fast-forwarded development three years ahead or will we fall back to “normal levels” again?

Improved efficiency and quality for one of Europe's largest media companies

With TV, radio, and some of the world’s largest magazines and news websites in its portfolio, Bauer Media Group is a leading player in several of Europe’s largest markets.