GroupM Gathers 400+ Nordic Performance Specialists in GroupM Nexus

The media and communications group GroupM consolidates its specialists under one brand – GroupM Nexus. This means OneM and all associated brands such as mStudio, mGaming and mPerform will become one. The new organization will have shared Nordic leadership between Swedish Anna Hammerlid and Danish Jeppe Lehrmann, who will jointly lead 400 specialists in the Nordic region.

The change affects every fourth ad in Sweden

GroupM Nexus activates strategies from agencies Mediacom, Mindshare, Wavemaker and Acceleration through dedicated specialists. Together, they handle more than every fourth ad seen in Sweden. GroupM Sweden entered 2022 with its strongest year so far behind it, something that increased the need for a close-knit specialist organization.

We operate in an industry that changes daily. When we started to centralize our specialists, many agency people raised an eyebrow, but then performed similar changes. The fact that we are now putting all the specialists and our proprietary tech in a joint organization is the next step on that journey and makes our Nordic expertise even more accessible to our clients,” says Martin Krona, CEO GroupM Sweden.

First in Sweden with addressable content
Today, GroupM Nexus in Sweden consists of 180 specialists performing all sorts of performance tasks – such as video, social, search, display, print, ooh, influencer marketing, commerce, martech, AI and addressable content. Also self-developed tech solutions such as Xaxis, plista and INCA will move into GroupM Nexus.

The biggest changes with the new organization take place within video and addressable content. In GroupM Nexus, a new and more holistic video team is created with broadcast, YouTube and programmatic video in the same team. Together, the team is now taking the final steps towards fully channel-independent video planning and optimization.

GroupM Nexus will also be the first in Sweden to offer ‘addressable content’. The new addressable content team brings together specialists from SEO, CX and DCO as well as the creators from today’s mStudio. Through a mix of data, tech and creativity, the team can ensure that people are met by relevant messages and are directed to unique websites.

The new GroupM Nexus organization gives us an incredible advantage in how well we integrate media, creativity, data and tech. Both the holistic video offering and what we build within addressable content are unique in the industry. We now have a Nordic organization with a constantly evolving, creative and smart offer in performance, says Anna Hammerlid, Co-CEO Nordics & MD Sweden, GroupM Nexus.

Martin Krona
CEO, GroupM Sweden
+46-70 881 08 48

Anna Hammerlid
Co-CEO Nordics & MD Sweden, GroupM Nexus
+46- 73 670 91 58