Lina Lindén Appointed New CEO of GroupM Sweden – Martin Krona Steps Down

Today, GroupM, Sweden’s largest media and communications agency group, announced the appointment of Lina Lindén as its new CEO. Lina Lindén, currently CEO of Wavemaker, will assume her new role effective immediately. She succeeds Martin Krona, who is leaving GroupM to pursue new opportunities.

Lina Lindén has extensive experience in the media industry and has held several leading roles within the GroupM network. Prior to becoming CEO of Wavemaker, she served as the agency’s COO. She was recently the finalist in Sweden’s CEO of the Year and has a strong passion for innovation and driving growth for clients through data-driven communication.

“I am incredibly excited and proud to have the opportunity to lead GroupM Sweden into the future,” says Lina Lindén, newly appointed CEO of GroupM Sweden.

“Our industry is in a transformative period with major changes and opportunities. My journey with Wavemaker has been characterized by incredible growth, and what I bring with me into my new role is the importance of team building – because it is as a team that you win and, for that matter, lose.”

Martin Krona is stepping down as CEO after many years of growth. He has been instrumental in transforming and developing the entire Swedish operation, all the way from Maxus to Wavemaker and now GroupM – with great success.

“During 2024 alone, we have continued to develop how we can support our clients’ marketing, including implementing a more advanced approach to influencer marketing with Goat and creating a whole new way to reach out within the Connected TV universe through Advanced TV,” says Martin Krona, outgoing CEO of GroupM Sweden.

“It feels very natural for me to pass the baton to Lina. GroupM has achieved the goals I was given when I started, and Jonas Hemmingsen and I agreed that now is a good time to hand over,” continues Martin.

GroupM Sweden is the fastest growing operation in the Nordic region for the group. An operation whose common thread has been cultural transformation and growth. Collectively, the group’s Swedish team has grown by 25% since 2018 and there has been an addition of a wide range of skills, such as data science, addressable content, e-gaming, e-commerce, influencer marketing and retail media during the same period. GroupM represents some of the world’s largest advertisers  and is also Sweden’s largest media and communications agency group. One in six media SEK in Sweden goes through the network.

“Martin has taken on the challenge of transforming and developing our business in Sweden with great success. He is one of the absolute smartest people I’ve had the pleasure of working with, and I’m going to miss his brilliance and humor,” says Jonas Hemmingsen, CEO of GroupM Nordic.

“I am very proud that Lina is now taking over. She has demonstrated over many years in our group that she can lead and develop our business – and she is probably one of the most experienced leaders in our industry. She has a fantastic drive and client focus and has also shown that she can build and develop a fantastic team around her,” continues Jonas.

For more information, please contact:

Jonas Hemmingsen, CEO, GroupM Nordics
+45 40 46 61 14

Lina Lindén, CEO GroupM Sweden
+46 70 172 9481

Martin Krona
+46 708 81 08 48

Press release in Swedish

Download the release here!