Program 

Welcome to Growth Summit 2025

v. Kristian Koch Jensen, Managing Director Media, dentsu denmark

Measuring business outcome 

v. Louise Stolberg, Managing Director, iProspect DK 

We all want our marketing investments to deliver stronger business outcomes, but how do we get there? This session looks beyond traditional performance marketing to explore the power of a holistic full-funnel investment model. Louise will demonstrate how aligning data, metrics, and planning within a unified framework creates more effective and accountable marketing strategies.

The future of marketing investment

v. Paal Fure, CEO, dentsu Northern Europe & Norway 

Marketing investment is undergoing a fundamental transformation - media is no longer viewed merely as a channel, but as a strategic business driver. This session explores how evolving market dynamics and cross-disciplinary shifts are reshaping the way media is perceived and leveraged. Drawing on insights from international decision-makers, Paal Fure will examine how the convergence of media, marketing, and platforms is creating new opportunities for growth and value creation.

Transforming together: The Elgiganten & dentsu partnership and a new way of working 

v. Morten Syversen, Chief Brand & Digital Officer, Elkjøp Nordic AS

Morten Syversen will share how Elkjøp and dentsu have embarked on a transformation journey built on an outcome-focused, risk-sharing model designed for profitable growth in a tougher retail market. With remuneration tied to business results, both sides are fully integrated and “joined at the hip”, and one cannot succeed without the other. The focus is on working smarter, combining efficiency gains with a fact-led, ROI-driven approach that blends data with subject matter expertise. After 30+ years of growth, Elkjøp faces aggressive competition and tighter margins. Profitable growth now requires understanding how marketing, commercial, and operations depend on each other. Alone, each has a limited impact; together, at the optimal level, they unlock growth. This partnership is about more than marketing effectiveness - it is about reshaping decision-making and ensuring every investment delivers impact.

 Investment guidelines: dentsu meta study 

v. Marie Eberholst, Executive Planning & Strategy Officer, dentsu denmark 

& Nils Englund, Executive Director, Advanced Measurement, dentsu denmark

How can we be sure our media investments are truly effective? This session reveals key findings from dentsu’s comprehensive meta study on media investment effectiveness. Drawing on aggregated campaign data and advanced measurement methodologies, the study offers clear strategic guidelines for optimizing your media investments. Marie and Nils will take you through insights enabling more accountable planning, improved business outcomes, and a forward-looking approach to measuring your marketing.

BREAK

KEYNOTE SPEAKER

v. Les Binet, Author, Consultant & Marketing Professor.

The media environment is changing rapidly. How should advertisers respond? Drawing on new research, Les will show how to get the maximum return from your media investment in today’s world. Along the way, he’ll expose the marketing mistakes that hinder growth and reduce profit. Prepare to be enlightened.

Fireside chat w. Les Binet

v. Cecilie Beck, TV2 Danmark 

Thank you for today 

All presentations will be in English.