With a sharpened focus on helping brands make smarter, faster and more impactful decisions, Nepa is entering its next growth phase. A key part of this transformation is the launch of a new business area: Marketing Effectiveness and Acceleration, led by returning colleague Andreas Nordfors. Andreas brings global experience from BCG, Meta and GroupM, and is now back at Nepa where his career first began. We caught up with him during his first week in the new role to hear more about what’s changing, why the timing matters, and what his vision looks like for the road ahead.
You’re returning to Nepa after holding senior roles at some of the world’s largest organisations. Why come back, and why now?
Coming back to Nepa feels like a natural next step. This is where I started my career, and even then, the company stood out. There was a strong sense of curiosity, a commitment to innovation and a focus on creating real value for clients. That energy is still here, but the ambition has grown. Over the last decade, I’ve had the chance to work with global brands and advanced marketing organisations. That journey has given me a broad view of how companies use data to make decisions, and what gets in the way. What drew me back now is that Nepa is ready to take a bigger step. There is a clear strategic direction, new leadership in place and a real opportunity to lead – not just keep up with – the pace of change in the industry. That’s something I want to be part of.
What exactly is Marketing Effectiveness and Acceleration, and what will you focus on in this role?
This new business area is about helping brands move beyond looking at what happened and start planning what to do next. Too often, marketing teams are stuck reacting to results after a campaign is done. But today, that delay can cost you. Our focus is to give clients the tools and insights they need to predict, plan and perform – all in one loop. My role is to build and scale this capability, combining advanced analytics like Marketing Mix Modelling, attribution and experimentation with Nepa’s deep brand expertise. We want to help clients make decisions with confidence, not just once a quarter but continuously. The goal is to go from measurement to momentum.
Nepa has worked with Marketing Mix Modelling and similar tools for years. What’s different now?
The capability has always been there. What’s changing is the level of focus and investment. The demand for fast, predictive and actionable insights is growing, and we’re now in a position to fully meet that demand. Marketing Effectiveness and Acceleration will be a core part of Nepa’s offering. It strengthens our ability to serve clients who want to understand the full impact of their marketing and make better decisions, faster. It also creates a strong foundation for international growth. We know the value we can bring – now we’re scaling it.
How does your experience help shape your approach in this new role?
I’ve spent my whole career working at the intersection of marketing, data and technology. At BCG, I led global projects focused on marketing transformation. At Meta, I helped major advertisers in the Nordics improve their measurement strategies. And at GroupM, I led a consultancy focused on media strategy and data activation for international clients. Each of those roles gave me insight into how organisations work with data, where things break down and what creates real value. Now at Nepa, I get to apply those learnings in a more focused and hands-on way – helping clients turn analytics into action and build long-term growth.
What makes Nepa’s approach stand out in this space?
It’s the ability to connect everything. A lot of companies offer analytics, and many specialise in brand. But few can bring the two together in a way that gives clients both strategic clarity and operational impact. At Nepa, we focus on creating direction. Whether we’re modelling the impact of media changes, testing new pricing strategies or measuring how brand recognition drives long-term sales – the aim is always to give our clients insight they can act on.
What’s your vision for this area – and for Nepa’s clients?
I want us to be the first call for any brand that wants to improve how it works with marketing data. That means helping them move beyond fragmented reporting and into a more integrated, predictive and growth-focused way of working. It’s not about choosing between brand and performance. With the right insight, you can do both – and do it in a way that is measurable, intentional and scalable.
Any final thoughts as you step into this new role?
There’s real momentum at Nepa right now, and I’m excited to be part of it. We’re in a strong position to lead – not just in analytics, but in how we help brands grow with clarity and speed. The future belongs to those who measure boldly and act decisively. That’s the journey we’re on, and I look forward to helping more clients take that step with us.
Thank you, Andreas, for taking the time to share your perspective and vision. We’re excited for what’s ahead, and proud to have you back on the team.
A big welcome back to Nepa.
Published on: 9TH SEP 2025