Agency is the best PR Agency in Sweden – again!

Agency is the best PR Agency in Sweden – again!

For the second year in a row, Agency has won Sweden’s most prestigious trade award “Agency of the Year”. In our category – “PR and Communication” – we competed with some of the agencies that we respect the most.


For the second year in a row, Agency has won Sweden’s most prestigious trade award “Agency of the Year”. In our category – “PR and Communication” – we competed with some of the agencies that we respect the most.
Each year since 2000, the company Regi has asked 2 300 heads of

marketing and communication 45 questions about their agencies. The questions range from creativity and strategic competence to digital skill and engagement. It’s fantastic that our clients once again has given us so high marks that we end up as winners. A very warm thank you!

Meet our new colleagues

Meet our new colleagues

Agency is pleased to introduce four new fantastic colleagues. We warmly welcome Victoria, Lova, Samuel and Jasmine.


Victoria comes most recently from the e-commerce company and now joins Agency as a PR-Assistant. She has studied Business and Marketing at the Stockholm School of Business and has previous experience from the agency Redgert Comms and of marketing at Studentwork.


This summer, Lova graduated from Södertörn University, where she studied journalism and now, she joins Agency as a PR-Assistant. Lova joins from an internship at the PR agency JMWGolin and work at the consulting firm WSP’s communications department, combined with her studies.


Samuel joins Agency as a PR-Consultant. He has a Bachelor’s degree in political science and a college degree in rhetoric from Örebro University. Samuel comes most recently from the role of Researcher at New Republic PR.


Jasmine most recently comes from the role of Communicator at Svenskmärkning AB. She now joins Agency as a PR & Office Assistant. Jasmine has a Bachelor’s degree in Digital Cultures as well as a Master’s degree in Strategic Communication from Lund University.

Ten interview pro tips from the media trainer


Ten interview pro tips from the media trainer

You are about to be interviewed? Nervous? You propbably should be. There are quite a few pitfalls to avoid. Agency’s founder and senior advisor Niclas Lövkvist has helped hundreds of spokespeople, executives and celebrities to deal with more or less difficult interview situations. Here is Niclas’ top ten advice that hopefully will will make your own interview a better experience.

1. Always prepare. Hundreds of thousands of people will read your words or listen to what you have to say. And the internet never forgets. So it may just be smart to really really think through what you want to say, right?

2. An interview is not a school examination. This means you should focus on preparing your messages, not to learn all details and answers to possible questions. There is simply no way to know what the journalist will actually ask. But you can learn your mesages really well.

3. Make all demands and requests before the interview. Perhaps you will talk about a complicated or sensitive subject and only will agree to the interview if you can see the text before publication. Tell them that. Before the interview. Legally you do not have any right to influence a text or a news item before publication, but in real life the chances are quite good. At least if your demands are reasonable.

4. Chose the right place and dress the part. There is a great difference between doing an interview under the chandeliers at Grand Hôtel or at the local McDonald’s. Everything communicates. Even your choice of tie or dress. Use that to your advantage.

5. Expect to be filmed. TV is everywhere today. Doing an interview for radio may very well involve a filmed interview as well. If you prepare for TV – messages, clothing, location and so on – it will propably work for all kind of media. But not the other way around.

6. Tell your most important messages straight away. To wait for a “suitable” question to match to your message is not a wise strategy. The risk is high that you may still be standing there waiting to say all the good things you prepared when the journalist has already left for the news room.

7. Do not be a parrot. If you keep on repeating your messages and talking points time after time you will only send one clear message: that you do not respect the journalist and his or her audience. The trick is to both show respect and deliver your messages. Sounds hard? It is. Luckly there are people like me that can teach you how to do it.

8. But do repeat your most important messages. An interview is not a normal situation. This means you can – and should – do things you normally never would do. Such as repeating the same thing you have already said once, or perhaps twice. Repetition will increase the chances of the message being used in the edited interview. But beware of the parrot.

9. Be engaged! If you do not show people that you have something important to say, why should they bother? There is always someone else to look at one zap away on the remote. We judge people and what they represent by how they say things, not just what the say. Showing emotions is good. It’s even absolutely necessary sometimes, not least in crisis communication.



NICLAS LÖVKVIST, senior advisor & CEO

Agency’s diversity and equality work

Agency’s diversity and equality work

Agency’s diversity and equality work

Agency believes that as a PR agency, we have a great responsibility to promote diversity and equality. Both at our workplace and in the communication that we create. We want to work towards an industry and a society free from discrimination, oppression, sexualizing jargon, harassment and abuse.

Therefore, we always work to develop and improve our inclusion work.

At Agency, we work with a goal of delivering maximum dividends on our clients’ investment in communication. To achieve the best possible results, we take advantage of the opportunities that subsists within diversity and equality. That includes both the communication we create for our customers, and the development of existing and potential workforce on the agency.

The fact that all people should have the same opportunities regardless of sex, gender identity or expression, ethnicity, religion or other belief, sexual orientation, civil status or age is not just a basic human right. It can also create a favorable corporate culture. When we feel respected and included, we gain access to our full potential and create opportunities such as more commitment and loyalty. Through active work, we can promote equal rights and opportunities and be an attractive workplace for all employees.

During Spring 2018, a project group was assigned to create a diversity and gender equality policy, as well as an action plan that would form the basis for active diversity and gender work.

The project group gained valuable insights to the analysis of the current situation through an anonymous employee survey. Based on the analysis, objectives for the equality work has been identified, and based on these, an action plan has been  defined. For example, there is a diversity and equality perspective in the ongoing dialogue at both management group level and in the daily project teams.

We have incorporated a diversity and gender equality perspective in the overall development plans of the agency. We also work to create increased understanding and increased knowledge amongst our employees regarding discrimination, offensive treatment and harassment, for example through education, lectures and internal inspiration and conversations.

In order to keep us updated on the current situation, we have mid-year follow-up meetings with the entire workforce.

Do you want to know more about Agency’s diversity- and equality work, please contact My Lundberg, responsible of the diversity and equality work at Agency.



My Lundberg, responsible of the diversity and equality work at Agency.




Last week, Regi and Resumé hosted the award ceremony for the agencies in Sweden with the most satisfied clients. Resumé and Regi conducts an annual survey to find out which the best PR and communication agencies in the country are, and what’s behind the top rankings.

In the survey, agencies are measured and evaluated by their biggest clients within a 13 Satisfied Customers index criteria, among them: creativity, strategic competence, pro-activity, business advantage, digital competence and engagement. The price ceremony was held at Münchenbryggeriet in Stockholm. Agency won in the category “Best PR Agency SEK 7-15 M”.

What does it mean for Agency to win this award?

– It clearly shows us that our clients value and appreciate the work that we do, says Peter Larsson, Partner and Account Manager.

What is the secret behind your success?

– All the employees at our agency are very committed and have a passionate interest for what we do. We work with something we love, and we truly care about our clients. That brings great results.

How will you celebrate?

– Together with our clients, we will make 2019 another brilliant year!

How to succeed with your content in 2019: use video

How to succeed with your content in 2019: use video

Established brands work hard to make communication that stands out. They possess expertise and interesting insights but do not always have the knowledge to properly reach out with them. One effective way to catch your audiences’ attention is by using video. In fact, 55 percent say they pay more attention when they watch a video instead of reading a text or seeing a picture. And investing a video format is strategically the right way to go – 85 percent of consumers want to see more video content from advertisers.

Video as a format can help you reach your set goals. It can make complex facts easily understandable through infographics and animation. Or push sales with an inspirational product preview. But above all, it can enhance you brand likability through storytelling. But how do you produce video content that is interesting? Here are five handy tips:


A common trap that many fall for is that they try to produce content that suits all recipients. Unfortunately, very few videos can achieve that. Since algorithms today determine what content should be displayed to us on our feed, we have become pickier on what engages us. A video that is somewhat irrelevant risks getting hidden and removed from the feed by the viewer, which is ultimately devastating for the content’s general reach. Instead, invest in producing one video for each target group and customize the message to meet the interest of each specific group. The best content is not forced upon its viewer. Instead, it shares value.


During 2018 we checked our mobile phones an average of 150 times a day. We use our phones during so-called “micro moments” as a way for us to get a slight dopamine kick. Whether it being standing on the escalator, waiting for the elevator or standing in line to pay for goods. Can you register a message within six second, as short of a time as it takes to unlock your front door or pour yourself a cup of coffee? According to Facebook, that’s exactly what you are doing, and you don’t have the patience for more, given the fact that the choice of engaging with brands is not yours to begin with. Therefore, they recommend videos as short as six seconds in order to push sales and 15 seconds to highlight product benefits and information.


We may be willing to consume a video for six seconds. However, it takes only one single glance to decide if the video is worthwhile. In social media, making a good first impression is as important as in real life. Start out with interesting graphics or messages to clarify what the video is about. If a certain person, product or brand is an important component, you should show them as early as possible in order for people to remember them.



The majority of videos on social media are viewed without sound. Make sure to add subtitles to any speeches for those who scroll without sound. But do not remove the sound completely. A silent video may seem less interesting for someone who actually has the sound turned on.


According to a myth, good content does not need boosting, and it’s partially true. You want to avoid the rather common situation where your content only engages your inner circle and staff at the company. Nowadays, Facebook has chosen to favor posts from friends over brands. Therefore, you need to give your video content an extra push to increase its reach. That is nothing to be ashamed of. If the video truly is good, a small amount invested in boosting the post could be all it takes for it to go viral.




Get the most of your PR agency


Get the most of your PR agency

Unfortunately, not everyone can afford a PR agency. It is an investment in communication with a very high ROI for most companies and organizations. And please do not take our word for it – ask our clients! But let’s say you do a budget, how do you maximize the output? Agency’s founder and senior advisor Niclas Lövkvist offers some advice on how to get top results.

1. Be honest about your budget.It is an inspiring challenge to create solutions that fits a client’s purse. On the other hand, creating something that never gets a sign off because they are too expensive is frustrating. Transparency from the start is best. That way the agency can use it’s time and energy to find solutions that can be realized and fly. Profitable for the agency, and good for you as a client.

2. Use smart contracts to make the agency perform over time. The best is usually to have a retainer deal that clearly states what the agency is expected to deliver over a given time period, let’s say a year or so. This minimizes administration and repeated discussions about money and focus can instead be where it should be – on getting the job done. And doing it well. If you are not happy with the results, just say so. If they do not listen and perform better, cancel the deal and find a new agency. The risk with a retainer lies primarily with the agency. It has to deliver results week after week, month after month in order to keep you as a (happy) client.

3. Demand that the entire team really works for you. If the agency tells you that their most senior advisor or the brightest young star will be part of your account, make sure that they really are. Do not pay for something that’s promised but not delivered. Many agencies present a dream team for all potential clients. It is great if you really get that team to play for you, but very bad if you just pay for it on paper.

4. Be generous with praise! A PR consultant’s work is often tough and sometimes outright ungrateful. If the project is a success the client is the hero – internally and externally.

If it does not go well, we as consultants are often blamed. That is ok and fine. But a client that shows understanding and appreciate the work that is done – even when it is not a homerun – will soon have a very dedicated team ready to do whatever it takes to keep you happy by delivering great results.

5. Do not believe the hype. PR is not some sort of strange black magic. It is primarily a lot of hard work and just a little bit of art and good contacts. Use the agency to educate your organization about how it is done. Then you will soon become better at making the right demands and to use the agency for the more difficult tasks. This will save you both time and money in the end.

6. Make time for feedback and respect deadlines. As consultants we love clients that actually delivers feedback on plans and material by the agreed deadline. The account manager will be able to plan for maximal results and to use the resources you pay for the way he or she planned. Allocated time for media contacts or production that can’t be used the way it was planned throws a spanner in the works for both your team and the agency at large.



NICLAS LÖVKVIST, senior advisor & CEO

Write a good headline, not just a boring header


Write a good headline, not just a boring header

The first advice here should perhaps have been the last. Since you should always write the headline last of all.

But then again, it is fun to break the rules. Most rules about writing are there to be broken. Not always, but quite often. The things you were taught in school about grammar is not something that applies to the exciting work of more creative writing.

Back to headlines!

Headlines only have one purpose: to make the reader read on. They are not supposed to describe the content of the text that follows.
“Instructions for dish washer” is not a headline.
”Dish washers cause 10 000 fires a year” is a headline.

When you write a press release there is a few things to keep in mind:

  • The text has to be relevant for the one on the receiving end
  • If they want, they should be able to publish the text without to much editing

To succeed with the first part, you really have to think about who will see the text: an editor, your clients, employees, visitors to your web page. Perhaps it is all of those and more.

If you do not write for a household brand, one that more or less everyone has a relation to, you need to adapt the text for exactly the right target. A press release made for all audiences will be watered down, lukewarm and plain boring.
If you succeed in making exactly the right top 1 target media interested and to publish you have won. Everything after that is a bonus. Think ”sniper rifle” rather than ”shotgun”.

When you have recogniced your target it is much easier to start thinking about an angle that will work. What’s the story? The real story. For them. Not the one you and your boss and co-workers think is the most interesting. You are not the receiver. And your boss definitely is not.

To motivate publication you need news value. And in order to complicate things further, each news outlet and each editor have different ideas about what is worthy to print.
But here is four things that always – yes, always – increases the news value of a press relase:

  • Numbers and statistics. Cold hard numbers always beats ever so lovely words.
  • New, or at least not well known, facts.
  • Real life examples. They are always better than hypothetical possibilities.

Never underestimate how you can make use of current affairs and things that already are in the media. They are published for a reason: they generate traffic and sells. Use that.

Hopefully, an interesting news angle and good news value will make the reader keep on reading far below the headline. Perhaps all the way down to the boilerplate (the often smallish text in the bottom that tells the most important facts about the sender).
The best way to find the right angle is to write a good start. The first three sentences is key.
So rewrite them.
Again and again.
Perhaps 50 times. Or perhaps 100.

When you have nailed the start the rest will go easy. It is like getting the ketchup out of the bottle. But it can time to get it going.
Writing is an art. But it is even more just plain hard work. Rewriting and killing your darlings is a big part. The rest is stamina and sweat.

As Hemingway said: “There is nothing to writing. All you do is sit down at a typewriter and bleed.”

And you always write the headline last.



NICLAS LÖVKVIST, senior advisor & CEO

The Swedes recommend Huawei

The Swedes recommend Huawei

In BrandIndex, YouGov has made a ranking of businesses and brands with the highest brand advocacy and which brands who are good at creating satisfied customers who recommend them to friends and familiars.

The smartphone producer Huawei has improved their brand advocacy score by 7.9 units during 2018, making it the most increasing brand. According to YouGov, the Swedes experiences that they get good value for money when buying Huawei products.

The ranking is based on average data during the period of November 1th 2017 to October 31th 2018. The method is a qualitative study and all interviews have been done with customers of each brand. YouGov only included brands that was based on at least 200 customer interviews during the time period mentioned.



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– First and last name
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If you have any questions about Agency’s handling of personal data, what information that may be registered about you or if you want us to delete your personal information, please contact Peter Larsson, You also have the right to contact the supervisory authority responsible for the supervision and compliance of GDPR. The supervisory authority is Datainspektionen,