Prime Weber Shandwick

Sweden

Creative
Stockholm-based Prime Group—founded in 1998—had established itself as one of the most creative agencies in Europe before its acquisition by Weber Shandwick in 2014. The marriage last 10 years, and delivered some obvious benefits in terms of both people and thinking, but after a management buyout in August of last year Prime and its United Minds consulting business are once again partner-owned—by six partners who are all actively involved in the business—but continue to operate as an affiliate of Weber Shandwick with access to the global network.

Prime has three priorities: it strives to be a leading catalyst for positive societal development—it works with Save the Children, supports H&M Foundation's work with startups, or has provided campaigns for Civil Rights Defenders; to be “the most value-creating agency” for its clients; and to offer its people the best opportunities for talent development. Johan Dyrendahl, previously head of the corporate communications division, serves as CEO of the newly independent business, with policy and public sector expert Krister Nilsson as deputy CEO. Malin Severin is responsible for the corporate communications offering; Robert Aras leads marketing communication; and Elin Burman is the newest addition to the management team, responsible for further developing the agency's offering, strengthening client relationships, and laying the foundation for continued growth. Jens O’Konor serves as CFO.

The firm’s broad capabilities include insight, analysis, and strategy; public affairs and campaigns; sustainability; advocacy; change management; branding; internal communication; and crisis communication; as well as graphic production and other creative resources. A proprietary working model, Prime Roadmap, ensures that the agency’s team go through and plan projects step by step, both from a strategic and resource perspective. Close collaboration with clients also often means that Prime can strengthen their resources during critical campaigns, as with the Swedish Election Authority during the last European Parliamentary election. 

Among Prime’s Swedish clients are industry leaders such as Felix (Orkla), Telia, Husqvarna, Svensk Fastighetsförmedling, The Swedish Police Authority, IKEA, and Ericsson. On the global level, it works with prominent companies including McDonald’s, Ingka, LinkedIn, and Komatsu. The firm generates about 150 million SEK (around €13.5 million) in revenues, with a team of 70. 

Creative highlights have included the “Rewilding Mode” campaign for Husqvarna, an effort to position the company as the most innovative brand in the forestry and gardening segment by working to create Europe’s largest nature reserve—one lawn at a time. For Telia, Sweden's leading 5G distributor, Prime sought to make the technology more relatable and understandable via the “5G Onion,” using 5G-powered autonomous field robots to rid onion fields of weeds. And for the H&M Foundation, the firm helped to create the “Billion Dollar Collection,” a virtual clothing collection where each garment was not something you could buy, but rather an innovation you could support. —PH