It was with joy (and, admittedly, a little chest-thumping) that we received news of our nomination in Agency of the Year (this time in the ’Big Agency’ category).

Good things happen when you have the best clients. Many thanks for taking the time to evaluate our performance.

To see the list of nominees, click here

I visited a website a few years ago, where I was confronted with a revolutionary (to me at least) notion: “There is no such thing as sustainable growth in a world of finite resources. It is utter nonsense.”

That blogger was right. Ultimately, growth becomes unsustainable – no matter how sustainable we try to make it. We simply run out of resources to fuel it. Which leads me to the following prediction: over the next decade, many of the ideas we accept as true (or simply accept because we can’t be bothered to examine them closely) will be relegated to the dustbin of intellectual folly, where they will share space with the flat earth theory, perpetual motion machines and sundry other curiosities. In fact, if activity in the blogosphere is anything to go by, there are no sacred cows. The principles of economics that have governed us since the 1930s – which are predicated on the idea of perpetual growth – are now under attack. As communicators, we should understand that these forces will fundamentally transform the way we reach out to our audiences.

To those who are willing to accept new ideas – or indeed generate them – a world of opportunity opens up. But where can we you find the information you need to help you navigate? You’ll doubtless discover sources that resonate with your own thoughts. But here are three that have given me plenty to think about over the last few years.

• www.neweconomics.org (where you’ll also find a 128-page, downloadable pdf titled The Great Transition.)
• www.chrismartenson.com (a website dedicated to explaining how economics, energy and the environment interact.)
• www.oftwominds.com (a site run by Charles Hugh Smith, a free-thinking writer, designer and blogger.)

According to radical interpretations of the Mayan Calendar, December 21, 2012, is doomsday, the end of the world, goodnight. But if you’re planning on sticking around for December 22, you can seek comfort and enlightenment in Wikipedia. Apocalypse or not, there’s no denying that over the last three years, the world has stumbled from one crisis to the next.

First came the downfall of Lehman, which nearly brought the global monetary system to its knees. Next we had act one of the Greek debt debacle. Then it was back to the US and the downgrade of its debt. And now the storm clouds are gathering over Europe again, and we’re left wondering whether the entire Eurozone is about to implode. But what has any of this got to do with communication? A lot. Communicating to an audience during times of uncertainty will mean having to rethink our toolkit significantly. We will have to be candid, consistent and clear – perhaps more so than we feel comfortable with today. But that’s just the start. Above all, we will have to be generously useful (or usefully generous, if you prefer) to an extent that we might find downright frightening today. But in crisis there is opportunity. An opportunity to be a leader.

What resonates with one generation can easily alienate – even horrify – another. Imagine trying to sell a household appliance today with an illustration of a happy housewife complete with apron and duster! You’d be pilloried in the press, boycotted and probably sued. Successful communication reflects the zeitgeist and taps into its energies. What’s shaping our world today?

Technology, for one, which is advancing at an ever-faster rate. But I think there are three other drivers that will define our world – and how we communicate – to a greater extent than technology. The first is the rise of Asia, led by China. With a population of more than 1.3 billion and an increase in GDP of around 10% annually, China is slated to become the world’s largest economy by 2020. In Sweden, we’ve already seen the impact of her meteoric growth: Volvo, an iconic Swedish brand, is now Chinese (and Saab – or what’s left of it – may very well become Chinese, too). But what do we really know about China or the rest of Asia? Next to nothing – at least according to those who have some knowledge. So, a good starting point for our journey of learning about China and Asia could be with the following two illuminating talks:

• Martin Jacques: Understanding the rise of china
• Hans Rosling: Asia’s rise how and when

Recently, we delivered a company presentation to a client – in the form of an app. She used it at an exhibition, demonstrating her company’s capabilities with a swipe of a finger. Her audience was impressed. So much so that she managed to get more points across than she could ever have hoped to if she used traditional presentation tools.

The moral of the story? She was early. She used a tool that her audience was unaccustomed to. She was creating a benchmark, not trying to match somebody else’s. The longer you wait, the better you have to be (try uploading any old movie to youtube – and you’ll soon discover that people would rather watch paint dry). So, if you have something to say that would lend itself to demonstration on a pad or tablet, I recommend you get in touch as soon as possible with our new Digital Director, . He’d be happy to discuss the possibilities with you. And given Petter’s proven skills, chances are better than even that you’ll be both early and good.

Marketing communications. In technology-driven industries change is a known certainty and remaining current and up-to date is the name of the game. The pace can be ferocious and often blinds you to the sheer amount of noteworthy information, talent and innovation that exists right under your nose and in your own organization. Change is tough, not only psychologically but also creatively. In fact one comment I’ve heard regularly over the years is that very few companies have the creative ability to see themselves from the outside inwards. Making the right changes therefore becomes harder.

But this is where we at Sandberg Trygg come in. Take our latest client Transas for example. Experts in the field of electronic navigation in the marine industry, it was time to re-assert themselves in the face of increasing competition. We took a deeper look at both the product and the organization from the outside in and found a rich treasure trove of talent, knowledge and innovation. So we lay out the pieces of the Transas jigsaw and re-arranged them slightly to give them a stronger position in the market place coupled with all the sales materials and communications needed to back it up.

Sometimes a major makeover is not the answer, but a new wardrobe certainly works.

Transas has just attended Marintec 2011 in Shanghai. We’ll bring you more information on Transas and their China adventure soon…

The view from Kungsportsplatsen 2, which we will move into during September 2012

The holiday season is almost upon us. But before this year turns into next, we’d like to take a moment to reflect on 2011.

The year started with a bang. In February, Regi (a market research company) announced that Sandberg Trygg was rated Sweden’s leading B2B agency in its category. Once again, a big thanks to those of you who took the time to assess us. Your input is invaluable, providing the foundation for our efforts to improve in every facet of our operation. Next year, we will be classified as a ‘big agency’. What impact, if any, that will have on the result, remains to be seen.

Throughout the year, we’ve worked on literally hundreds of projects, all of them stimulating in different ways. There’s a clear trend towards digital media. We’ve delivered value calculators and sales presentations for iPad and product selectors for iPhone. With more digital projects in the pipeline, Daniel, Lovisa and Felipe have joined the organisation. And as of January 9^th, Sandberg Trygg will have its first digital director, Petter.

We’re also happy to welcome new clients to our roster – including Almi, Billerud, Christian Berner Tech Trade, SecoTools, Tamro, Transas Marine, Unfors Instruments and VisiClosetalk.

New clients mean more work. And more work means we need more resources. So, we’ve bolstered our English-language copy department with the arrival of Chris and Jay. We’ve also brought in Ola (brand strategist) and Anna-Lisa (account executive) to provide additional support. Our core teams (copywriter, art director and account executive) can all draw on a range of skills in-house, including brand strategy, programming, web development, graphic design and production management.

2012 promises to be momentous, too. In October next year, we’re moving to Kungsportsplatsen 2 – right in the middle of town. And, of course, we look forward to seeing you there.

A year passes quickly. Before you know it it’s over.

So from all of us to all of you ….  Merry Christmas and a Happy New Year!

Sponsorship. It’s a tough industry these days. Throughout Europe the changing tides can be felt as companies review their marketing mix and the way they allocate marketing budgets. Sponsorship has had a rough ride but can still be a good way to draw attention to a brand directly in front of its target audience. Get it right and the rewards are huge.

Isn’t it strange then that with London 2012 just around the corner, James Ellington, a British Olympic sprinter, is finding it hard to secure sponsorship? Describing himself as ‘Britain’s fastest sprinter without a sponsor’, Ellington has taken matters into his own hands and auctioned his sponsorship on eBay. Having overcome a history of injuries he’s run some lightning quick times this season, becoming Britain’s fastest 200m sprinter at a non-altitude event with a time of 20.52 seconds. He believes he’s peaking at the right time.

In a world where people are not quite so keen to speculate as they once were, many agree with James. In fact 72 bids have so far been received on eBay and the reserve price has already been met. It’s innovative ideas like this that help real talent like James achieve their dreams and companies seize opportunities that can harness some serious added value for their brands.

Want to place your bid? then go to:

http://www.ebay.co.uk/itm/ws/eBayISAPI.dll?ViewItem&item=120825449736#ht_500wt_1171

We wish James all the best in his preparation for London 2012.

Sorry about confronting you with yet another choice. Having just read an excellent article on decision fatigue, I realise there are too many decisions in your life already – and in mine, too.

Today, most of us are overwhelmed by the number of choices – from the huge ones that have been with us through the ages to the mundane. Or put it another way, from ‘Do we start a family with the person we’re currently dating?’ to ‘Do I want a small or medium latte?’ As researchers are discovering, once we get beyond a certain point, we make a decision – any decision, even a bad one – just to lighten the burden. Naturally, this growing phenomenon has huge implications for marketing. But that’s a discussion for another day. On that note, I’d like to thank you for actively choosing to read this short article.

At Sandberg Trygg, we are proud to be ABB’s Swedish agency for strategic communications. Now we are starting to see the fruits of our cooperation – including a new overall concept called ”Welcome to the sustainable society”, which will permeate all communications in Sweden. From trade fairs to films.

Click to watch!

The aim is to show that the sustainable society is not a fuzzy vision of the future. ABB already has the technology that makes it possible to increase the supply of renewable energy. In fact, buildings of all shapes and sizes can become more energy-efficient. The starting point for the new communications was Elfack 2011 (the biggest trade fair in the Nordic region for the power industry). ABB is now upping the pace with ads, films on the web, commercials, radio, banners, facebook and a campaign site. So welcome to the sustainable society. The journey has already begun!