Mats Holmberg Recruited as Sweden Lead for Acceleration

GroupM agency Acceleration welcomes Mats Holmberg, new Country Lead for Acceleration Sweden. Mats joins from Spotify, where he worked as Associate Director, Premium Consumer Insights, with extensive experience from previous assignments at e.g. Nepa. The GroupM agency Acceleration has grown by 30% in the past year and now Mats will take the leap towards expanding further in Sweden.

The match Acceleration looked for
Acceleration, which today celebrates two years, was relaunched by GroupM in 2021 to cement its position as the world’s largest provider of Google Marketing & Cloud Platform services. Since then, the world has undergone substantial transformation, but with 30% growth in the last year, there is still much to be gained from the Swedish market, as the largest market in the Nordics. The recruitment of Mats Holmberg reflects the ambition to continue growing in the region.

Mats is phenomenal at communicating the complicated in a simple way, which is a quality that is important now, and as the world becomes more complicated, even more crucial. I have also wanted to work with Mats for a long time, as he often won pitches against me when we competed for the same business. We have wanted to welcome Mats to our group for a long time!, says Martin Krona, CEO, GroupM Sweden.

Key role in expansion
With a background in the layer between complex data and customer-close communication, Mats is recruited with uniquely suitable conditions for Acceleration. As a global company with a strong startup culture, Mats steps into a familiar environment, having had such previous employers as Spotify and Nepa. Mats and Acceleration Sweden will play a key role in the expansion of the Nordic business, where the Swedish market will take the driver’s seat going forward.

I see fantastic opportunities to continue the growth journey and to add even more value to our current and future clients. We do this by combining the extremely talented team, the strong services/product (some even award-winning, such as Paradigm) and the current demand for streamlining media investments through technology solutions. says Mats Holmberg, Country Lead, Acceleration Sweden.

He continues:

I also see a big opportunity to fill the void around first-party data and privacy. The aftermath of recent years of legislation has forced the industry to adapt enormously and many are still struggling to find their way. I believe we have the talent and ability to help our customers navigate the new landscape, to solve challenges for data governance and for infrastructural change. I believe that the combination of this is “the secret sauce” for our future growth.

About Acceleration
Part of WPP, and operated globally by leading media company GroupM, Acceleration provides data and technology solutions that connect media investments to business results. Acceleration Nordic employs 80 people across the Nordics along with more than 1,300 GroupM employees and with an annual turnover of USD 1.1 billion.

For more info, please contact:
Martin Krona
CEO, GroupM Sweden
+46-708-810848

Mats Holmberg
Country Lead Sweden, Acceleration Nordic
+46-704-446592