I´m the CEO of the Association of Swedish Advertisers which has a focus on supporting our members in how to, in a responsible way, create marketing that gives great effect and business value. In the work we do, we have launched an industry standard for how to define and measure the marketing effectiveness called the Effectiveness System which have had a great impact on the marketing industry in Sweden. I have experience from CMO-roles in different companies for over 20 years, where my ambition always have been to show how good, creative marketing communication based on true customer insight can create value in terms om profitable growth.