He Will Develop a New Analytics & Strategy Offer at GroupM Sweden

Elias Betinakis is the new Chief Strategy Officer within GroupM Sweden since 1 May. His task is to review how the group works with analysis, insight and strategy today, and develop a future-proof offer.

There is no shortage of talented and smart people in these areas at the agencies and at GroupM Nexus, Elias Betinakis notes. But given how big changes have taken place and are still taking place, I want to approach the task based on this question: ‘If an organization for analysis, insight and strategy did not already exist, how would we build it today?’. Likely with more focus on data, marketing science and a higher degree of automation. And with a broader definition of strategy, which in addition to media strategy, also includes business strategy and communication strategy.

GroupM is Sweden’s largest media and communications agency group and one of six media SEK in Sweden goes through the network. Investment is one thing, but it also provides access to more data than any other player on the media agency side. Therefore, finding ways to use this data more creatively, becomes an important task for Elias Betinakis. Always with the client, and the client’s customer, in focus.

This is a key issue for GroupM, Martin Krona, CEO of GroupM, states. We operate in an industry in extreme change, and it is useful to bring in an “outside” resource such as Elias without a media agency background, but who has valuable experience from both the client and advertising agency side.

He continues:

At GroupM, we have been successful and profitable, even in tough times, and it feels inspiring to be able to make this investment at this point. Now, we are creating a joint model, in the group, for how we should work with strategy and insight. And that enables even clearer and more differentiated positions for the agencies. It will be crucial going forward.

Elias Betinakis will work closely with GroupM agency CEOs Lina Lindén, Anna Martinkari, Morten Flamand and Mats Holmberg. Some of his previous roles include head of strategy and insight for Telia Sweden, Planning Director at NORD DDB and head of research at Klarna.

For more info, please contact:

Martin Krona
CEO, GroupM Sweden
+46 708 810 848

Elias Betinakis
Chief Strategy Officer, GroupM Sweden
+46 761 341 070