The programme for the day looked like this (the video is below the programme):

JCDecaux & Summary
JCDecaux's CEO Magnus Heljeberg and Resumé's Editor-in-Chief Fredrik Svedjetun began with an open discussion about the state of the media industry and the coming autumn.

MEDICAL INSURANCE - Emotionally oriented advertising
Länsförsäkringar's new concept "For all time" is much more emotional than the brand's previous marketing. Fanny Wallér, Head of Communications and Sustainability, and Viking Henter, brand expert, at Länsförsäkringar talked about emotionally focused communication and the importance of creating good advertising in a climate of advertising fatigue.

BMW and INGO - about global and local balance
In large global companies there is always a constant balance between global consistent brand management and local needs/conditions. Marie Dellbrant, Head of Marketing at BMW Northern Europe and Simon Stefansson, Head of Strategy at INGO talked about how BMW navigated between local conditions and global requirements to make the Nordic citizens understand that BMW is not only fast premium cars but also a leader in electrification.