ToinenPHD, PHD’s Finland office, celebrated its 15th anniversary with a seminar in Helsinki on challenger thinking and behaviours, followed by a Scandinavian style party.
The jam-packed seminar hall was treated to a range of speakers talking about the position of challenger brands in marketing today.
Jani Halme, Creative Director, ToinenPHD discussed the importance of creativity in a challenger’s business: “Challengers have more fun; often they can use their creativity more than the market number one.”
Andreas Granat, media strategist from challenger brand, Oatly, charged the attendees to think about whether media planning today concentrates too much on easily measurable solutions. Granat feels this leads to aiming at short-term KPIs, while the long-term build-up of the brand can be left undone.
PHD Global strategy director, Shona Read, brought the seminar to a close with an overview of PHD’s most recent thought leadership publication, Overthrow II: 10 strategies from the new wave of challengers, the first time the bestseller’s contents had been discussed in front of an audience in Finland.
The 15th anniversary celebrations were signed off with a party for all the attendees.