In our latest interview, Nepa’s CEO Anders Dahl shares why the rules of growth are shifting – and how leading brands are moving from one-off campaign metrics to continuous brand performance.

Anders, why is brand measurement getting so much attention right now?

– Because the game is changing. For years, marketing success was measured by short-term clicks and conversions. But growth doesn’t start at the point of purchase – it starts long before. More companies are realizing that brand isn’t a soft metric. It’s a growth driver. And to unlock its full value, you have to start measuring it like one.

So what does that look like in practice?

– It’s a shift from campaign-based reporting to continuous brand performance. From asking “Did this work?” to “Are we building the brand we want – and is it working?” With real-time data across the funnel – awareness, consideration, preference, even emotional response – you see what actually drives outcomes. That means better priorities, smarter budget splits, and stronger long-term results.

Can you share the kind of insights that creates?

– Sure. One client realized they had high awareness in a key segment but low conversion. The problem wasn’t reach – it was trust. That changed their messaging approach and boosted both relevance and purchase intent.
Another brand saw their creative platform being misattributed to a competitor. Through brand asset testing and pulse tracking, they sharpened their codes, built distinctiveness, and increased brand recall by over 30%. That’s the kind of clarity that shifts market share.

And how does this connect to marketing efficiency?

– That’s where the full power comes in. With Marketing Mix Modelling, we quantify what actually drives sales – across channels, touchpoints and time. One client learned that performance media was no longer delivering incremental value, while brand campaigns were. They reallocated budget and saw a double-digit ROI lift.
Another client optimized their spend by mapping seasonal demand shifts – no extra budget, just smarter pacing. Faster impact, better results.

What’s the upside of using all these tools together – not just in isolation?

– It’s the difference between reporting and steering. When you connect continuous brand tracking, creative testing, campaign evaluation, and MMM – you move fast, with focus.
You can spot when a campaign is underperforming, fix it mid-flight, and test new assets before the next launch. Or you can see preference plateauing, dig into the why, and act before performance dips. It’s insight that leads to action – not just explanation.

Sounds like a lot of data. How do teams make it work?

– That’s why our delivery is built for action. Our dashboards don’t just show results – they show where to go next. We surface the insights that matter most, for brand, media, comms or insights teams. Whether you’re global or local, our approach helps you move together, not just in parallel.

And what’s next for Nepa?

– We’ll keep challenging how growth gets measured. We’re investing in smarter tools, sharper diagnostics, and faster delivery – all to help our clients turn insight into action, every day. Because in this market, knowing what moves your brand isn’t enough. You need to know what to do with it.

The marketing landscape is shifting fast. How brands measure, plan and grow is being redefined — and the future belongs to those who turn insight into action.

We sat down with Anders Dahl, CEO at Nepa, to explore the key forces shaping the future of brand growth. With a front-row seat to how leading brands are adapting, Anders sees clear signals behind the noise — and knows what CMOs need to prepare for.

The context: Budget season means tough choices — and sharper arguments

This time of year, one question keeps coming up:
How do we balance our marketing budget heading into a new year — and how do we build a strong case for the investments that truly make a difference?

With flat resources, rising expectations, and growing pressure to prove impact, many leaders are rethinking not just where they spend, but how they argue for what they protect.

Boards and CFOs want proof — not potential. That means marketers need to shift the conversation from “what do we need?” to “what value do we deliver?”. It’s no longer enough to report results. You have to show how insights reduce risk, improve ROI, sharpen decisions and fuel growth.

The problem: Traditional measurement no longer delivers

Many teams still rely on slow, retrospective data. The problem? It tells you what happened — long after it matters.

As Anders puts it:

“We need to stop asking ‘did it work?’ months later. Marketing leaders now need signals while the market is still moving.”

That means tracking how people think, feel and behave in the moment — and connecting it directly to decisions around campaigns, budgets and brand strategy.

And it also means shifting focus from vanity metrics to the KPIs that truly connect brand strength to business outcomes.

What’s driving the future of insights? Three big shifts

Anders sees three themes coming up again and again in conversations with CMOs and insight leaders:

1. More research is moving in-house
   This brings speed and proximity to decisions — but also increased workload and pressure to deliver more with the same resources.
2. AI is moving from hype to real value
   AI is already helping summarise, analyse and automate. But without human judgment and strategic thinking, it’s just faster reporting. The real value comes from combining tech and insight.
3. ROI is non-negotiable
   Boards want to know: Did this activity drive growth? Did it strengthen the brand? Did it reduce risk or speed up time to market? Insight functions that can’t answer these questions risk being deprioritised.

Budget for balance — and prove your impact

Every autumn, marketing leaders face a familiar challenge: how to build a budget that balances short-term wins with long-term value — and how to defend the investments that matter most.

Anders shares three principles to guide the conversation:

1. Balance today’s performance with tomorrow’s growth
   Think of brand building as long-term performance. It helps reframe the conversation with CFOs and CEOs. Your budget should protect both sales activation and brand equity — because they work together.
2. Invest in insights that demonstrate ROI
   Boards expect evidence. Invest in tools and partnerships that show how marketing drives efficiency, growth and smarter decisions. Every euro or krona should come with a plan for how to measure its effect.
3. Use AI and in-house wisely — but don’t undervalue expertise
   Yes, bring projects in-house and let AI handle the heavy lifting. But don’t confuse cheap with strategic. External expertise is still critical for complex, high-impact areas like brand tracking and marketing mix modelling.

The result: Smarter decisions. Stronger brands. Clearer direction.

So, what does it take to grow a brand in 2025 and beyond?

The fundamentals still apply — stay top of mind, build memory structures, connect emotionally, and balance brand and performance. But in today’s environment, doing all of that without clear, actionable insight is close to impossible.

Marketing needs to be more than reactive. It needs to lead. And that requires better tools, stronger arguments, and data that drives direction — not just reports on the past.

What to prepare for: The questions shaping the next five years

At every global summit and boardroom conversation, the same questions are gaining urgency:

• How do we reimagine insights in an AI-driven world?
• How do we prove marketing’s ROI in times of flat budgets?
• How do we balance purpose, performance and growth in a crowded landscape?

These aren’t side questions. They are the strategic challenges that will define the next chapter for marketing leaders.

At Nepa, we help brands turn data into direction — with insights that drive action and support smarter marketing investments.

→ Want to sharpen your budget case and protect what drives growth?
Get in touch — we’ll show you how.

 

A conversation with Andreas Nordfors, Managing Director of Marketing Effectiveness and Acceleration at Nepa

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.

 

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:

 

1. 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.

2. 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.

3. 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.

4. 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.

5. 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

1. 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.
2.  Invest in your team’s wellbeing and clarity
   A healthy, motivated team paired with clear goals will outperform any amount of scattered effort.
3. 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.
4. 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.
5. 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.

 

A bold beginning

When Vanessa Lindblad took the stage at Nepa’s event, she brought the audience straight into the heart of Caia’s story. A journey that didn’t begin with a big media budget or global distribution power, but with a handful of founders and a clear ambition: to shake up the beauty industry.

Vanessa spoke candidly about the early days, when Caia was just an idea rooted in frustration. Frustration with how traditional beauty brands communicated and connected with their audience.

“We didn’t want to be just another brand on the shelf. We wanted to build something that felt personal, bold, and unapologetically different.”

From day one, every detail, from packaging to tone of voice, was crafted to create emotional resonance. The goal wasn’t just to sell products, but to build a brand that people felt part of.

Building a brand that stands out

Caia’s early success wasn’t driven by scale, but by community. Vanessa described how the brand leaned into dialogue, not monologue. Social media became a place to listen, test, and co-create.

“The people behind the brand were always part of the story. We weren’t afraid to show who we are, and that built trust.”

Influencer collaborations weren’t about paid reach. They were about connection and credibility. And with each launch, Caia strengthened its recognisable visual identity and confident, playful tone.

Customers didn’t just buy. They engaged, shared, and advocated. Growth happened organically because the audience felt seen and heard.

Growth brings new challenges

With rapid success came complexity. Expansion into new markets and a broader distribution model introduced new pressures: increased competition, shifting consumer expectations, and the need for both scale and adaptability.

“What worked yesterday might not work tomorrow,” Vanessa noted. “We’ve built agility into our way of working. We track constantly and pivot fast.”

The key was continuous measurement. Campaign performance, consumer sentiment, and brand health weren’t reviewed quarterly. They were monitored consistently, enabling quick reactions and smarter planning.

Caia adopted a “test, learn, pivot” mindset across the board. It helped the team stay responsive without compromising brand identity or customer experience.

The result: A brand with lasting impact

Today, Caia is not only one of Sweden’s most recognisable beauty brands. It’s a player with global ambition and a community that continues to grow. The journey shows what’s possible when vision meets discipline, and when bold decisions are backed by insight.

Caia’s story is a blueprint for marketers. Building a modern brand is about more than just creativity. It’s about staying close to your audience, connecting insight to action, and evolving as fast as your market does.

Tips for brand builders and marketers – lessons from Caia

1. Dare to stand out
   Break with convention. Invest in a distinct brand identity and voice, and let it shine through at every touchpoint.
2. Stay close to your audience
   Know your audience. Track how their needs evolve and adjust your messaging, products, and positioning accordingly.
3. Make data actionable
   More dashboards won’t drive growth. Focus on the insights that move the needle and act on them quickly.
4. Embrace agility
   Markets shift fast. Build a culture where it’s okay to test, learn and change direction without delay.
5. Connect brand and business
   Every brand decision should tie back to outcomes. Show how your brand investments influence both short- and long-term growth.

Vanessa’s journey with Caia shows that real brand growth isn’t just about big ideas. It’s about the courage to act, the discipline to measure, and the humility to keep learning.

Nepa’s pov: What marketers can learn from the Caia case

By Ulrika Berg, Marketing Director at Nepa

Caia’s story is a strong example of what brand growth looks like today. Bold identity paired with continuous insight and agile execution.

What can other marketers take away?

Continuous tracking beats occasional check-ins
Caia’s success comes from being close to their audience at all times. For marketers, this means moving beyond static brand tracking. With Nepa’s always-on Brand Tracking, brands can see sentiment shifts week by week and react before the market moves.

Turn data into action
Caia avoids information overload. Instead, they focus on what drives actual decisions. With Nepa’s Dynamic Dashboards and Early Warning Signals, we help marketing teams surface what matters and act fast.

Link brand and business outcomes
Too often, brand and performance live in separate silos. Caia bridges that gap. With Nepa’s Marketing Mix Modeling (MMM), brands can directly connect marketing investments to sales and ROI and plan accordingly.

Test, learn, pivot
Agility isn’t just a mindset. It’s a process. With Campaign Evaluation, marketers can measure mid-campaign, optimise before it’s over, and refine before competitors catch up.

Feeling uncertain about where to start?

If you’re unsure which audience to prioritise, how your brand is perceived, or what’s really driving growth, you’re not alone. At Nepa, we help brands across industries turn data into direction.

Explore our Brand Tracking, MMM, and Campaign Evaluation tools or get in touch for a conversation with one of our experts.

Further reading:

• The brands that grow tomorrow are already measuring differently today
• It’s not about more data – it’s about the right insight
• Emotion Palette: Optimise the Emotional Impact of Your Marketing Campaigns