Background
EFFDay 2025 gathered Sweden’s most forward-looking marketers, researchers and brand leaders, and Nepa was proud to be a sponsor. In a time where marketing investments deliver less effect, expectations are higher than ever, and the pace of change leaves little room for reflection, the need for new perspectives is urgent.
Hosted by Sveriges Annonsörer in collaboration with KOMM, Sveriges Mediebyråer and Swedma, EFFDay has become the leading arena for brands that want to create real business results through smarter, braver marketing.
The problem
The big question of the day: how do we create marketing that truly makes a difference?
The answer wasn’t a new channel, tactic or buzzword. Instead, it showed up through a set of principles that any marketing leader can apply, regardless of industry, size or budget.
Here are five of the most important lessons from the day, brought to life by real-world cases and expert voices:
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Effect starts with people—but demands strategic clarity
True effect begins with people: both the customers you want to reach and the teams you build internally. But culture and energy are not enough on their own. Without direction, they don’t translate into results.
Katarina Graffman (Inculture AB) reminded the audience not to get dazzled by the pace of change. She called out the “measurement hysteria” that risks reducing understanding to short-term numbers:
“Don’t get blinded by the speed of change. Develop what works, instead of chasing constant novelty. Dare to question the measurement hysteria, averages and percentages offer only short-term foresight.”
This perspective echoed throughout the event: sustainable effect happens when organisations combine a strong internal culture with the clarity to stay on course.
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Dare to focus. Saying no is a competitive advantage
Brands that dare to say no free up the space to focus on what really works. The ability to prioritise and resist distractions isn’t just operational, it’s strategic.
Samsung’s presentation emphasised the value of investing in fewer, bigger and bolder initiatives. This kind of focus is what allows teams to create work that’s memorable, effective and aligned with long-term goals.
Dr. Niklas Bondesson, NoA Consulting/Stockholm University, summed it up perfectly:
“Saying no may be the most important thing you do. By saying no, you free up resources to say yes to the kind of communication that really works.”
Jim Carlberg, Marketing Director at Samsung, added:
“Real strategy is about standing up for what you won’t do, not just what you will.”
The message was clear: clarity is not only about what you pursue it’s about what you choose to leave behind.
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Let data and research guide every decision
Effectiveness is built on insight. Measurement and research aren’t just for reporting, they set direction.
This came through strongly in the Hemköp x Nepa case. By conducting a brand asset study and tracking campaign performance over time, Hemköp was able to identify the distinct signals that made their brand stand out and use that insight to refine their approach.
The result? Strong improvements in both brand recognition and purchase intent.
Camilla Austad, Hemköp captured it well:
“Our journey at Hemköp, together with Nepa, shows how long-term strategic choices and data-driven analysis can create sustainable value for the entire chain.”
The takeaway: research and measurement transform marketing from guesswork into a discipline that builds real, lasting impact.
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Creativity and distinctiveness are non-negotiable
To create effect, brands must dare to stand out. That means prioritising creativity and investing in ideas that are not just good, but bold, emotional and category-defining.
Jonas Eriksson from ABBY.WORLD, one of the creators behind award-winning TikTok drama series Ruset, showed how storytelling and relevance can turn a difficult message into engaging, impactful communication.
Patrik Söder (SBAB) made the point clear:
“Creativity is a prerequisite for results. Anxiousness kills effect.”
The lesson? Distinctiveness is not a luxury or a bonus. It’s a business imperative. Safe work may feel comfortable, but it rarely leads to sustainable growth.
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Balance short-term results with long-term brand building
The most successful marketing strategies are the ones that integrate short-term performance with long-term brand strength. Emotion with analytics. Attention with reach.
Mats Rönne (Offpist Management) and Stina Melin (Sveriges Annonsörer) reminded us of the bigger picture:
“Why do we do marketing? Not just to sell more, but to build profitable growth.”
The best plans don’t just chase conversions, they build resilience, align with business strategy, and deliver impact that lasts. They ask the right questions, focus on the right KPIs, and create a foundation for both today’s wins and tomorrow’s value.
The wrap-up
EFFDay 2025 made one thing clear: marketing effectiveness doesn’t just happen, it’s built. By putting people and focus at the centre, letting insight lead, championing creativity and balancing now with next, marketing leaders can deliver real, measurable impact.
For Nepa, this is more than theory. It’s how we work every day, helping brands go from data to direction, and from insight to impact.
Five tips for marketing leaders to take home
- Prioritise ruthlessly
Focus your resources on what truly drives effect. Say no to distractions, and don’t be afraid to let go of activities that don’t align with your strategic direction. - Invest in your team’s wellbeing and clarity
A healthy, motivated team paired with clear goals will outperform any amount of scattered effort. - Let research and measurement lead
Use data not just for reporting, but as a compass for decision-making and continuous improvement. Make brand asset studies and campaign tracking a regular part of your process. - Champion creativity and distinctiveness
Encourage bold ideas and creative risk-taking. Make it a priority to stand out in your category—don’t settle for safe or generic. - Balance now and next
Build plans that deliver both short-term results and long-term brand strength. Align your KPIs with both immediate impact and sustainable growth.
Apply these lessons, and you’ll be on your way to creating marketing that doesn’t just make noise, but delivers real, lasting growth.
Let’s connect.
At Nepa, we help brands connect brand, media and growth. Get in touch with us if you want to know how.
Published on: 8TH SEP 2025