Trigger Oslo

Norway

Trigger was launched in 2010 by founder and managing director Preben Carlsen, then a thirtysomething former IKEA communication manager, and made quite an impact over its first decade, becoming the biggest SABRE Awards winner in Norway and being named both Nordic Consultancy of the Year and Creative Consultancy of the Year by this publication. Since then, the agency has been a pioneer in "engaging communications" resulting from a unique approach that actively involves the audience to foster participation and amplify engagement. This approach has been so successful that it has been incorporated into the curriculum of a prestigious Norwegian marketing institution.

Creative output over the past 12 months has been as consistently impressive as ever, the “Adjust to Taste” campaign for the Norwegian Hopsitality Association positioned a culinary education as preparation for life rather than just a career as a chef, boosting applications by 7%. The firm’s take on the “30 Under 30” for a coalition of construction companies helped change perceptions of the industry and recruit more skilled worked. For retailer Dale of Norway, Trigger created ”A Song for a New Generation” to celebrate the 30th anniversary of the Lillehammer Olympics and sell out a commemorative sweater three times. And the “Enter the Northern Calm” campaign for Havila Voyages introduced the world’s first Noise Forecast to underscore the cruise line’s battery powered ships.

Over the past 12 months, a major priority has been finding a way to merger Trigger’s methodology with the power of AI to strengthen the bonds between people and brands.  The firm is developing an AI-driven audience assessment tool that deepens insights by focus on topics that resonate with client audiences.

Trigger is a partner-owned agency, with a culture built on psychological safety, diversity—12% of employees come from diverse ethnic backgrounds—and belonging. The firm among the first in the PR business to be sustainability-certified and ots citizenship efforts range from participation in Pride initiatives to charity work. The firm’s Trigger Academy shares its methodology with clients, students, and partners, a commitment to developing the profession.—PH