Mads is a senior strategist with a creative edge and over 15 years of experience shaping brand stories that cut through. With a background as a former creative and a degree in Brand Design, he blends strategic rigor with a deep understanding of visual identity, brand experience, and cross-channel execution.

An expert in creative strategy and campaign architecture, Mads specializes in unlocking insight-driven ideas that resonate with audiences and drive measurable impact. From consumer goods to pharma, he has led both local and global brand campaigns.

Fluent across media platforms, Mads knows how to turn cultural cues and behavioral insights into bold, strategically anchored creative platforms that move the needle and elevate brand relevance.

Mads once wrote the strategy and concept for a gaming campaign, that included a video with an actor being chased in a dark forest, by dogs and snipers. The actor got sick, and Mads ended up playing the part himself. Talk about living out your own concept. But at least he got an award for it.