Throughout 2025/2026, the analytics and marketing intelligence company Nepa is placing a clear strategic focus on Marketing Acceleration – continuous, data‑driven optimisation of marketing investments. The work is led by the Marketing Acceleration business unit, where Marketing Mix Modelling (MMM) and scalable solutions for ongoing budget steering are at the core.
The business unit is headed by Andreas Nordfors, who returned to Nepa in a senior leadership role after several years in high‑level positions at BCG, Meta and GroupM. With a clear mandate to further develop and scale Nepa’s offering within data‑driven optimisation and activation, he is now focused on expanding the company’s MMM business.
In recent years, Nepa has established a strong position within Marketing Mix Modelling, driven by the launch of Continuous MMM, partnerships with Meta and Google, and assignments for international and Nordic brands such as Nordnet, Sellpy and SBAB. As demand for scalable, data‑driven decision support continues to grow, the company sees a clear opportunity to strengthen its position in the market, both in the Nordics and internationally. For clients, this translates into deeper insights, more efficient resource allocation and a clearer impact on business outcomes.
To further reinforce its capacity and expertise in marketing measurement and optimisation, Nepa is now welcoming back two returning colleagues with extensive experience from both the agency and client sides: Lisa Gröning and Björn Vilson.
“Being able to bring together some of the Nordic region’s most experienced profiles within marketing optimisation and MMM in one team is a real sign of strength. With backgrounds spanning global brands, media agencies and advanced analytics, we can take even greater responsibility for our clients’ business results – from strategy to continuous optimisation,” says Andreas Nordfors.
Lisa Gröning returns to Nepa after several years within GroupM/WPP, where she worked on advisory and media strategy for major Swedish and international brands, as well as leading data science teams and internal processes.
“My years on the agency side have given me a much deeper understanding of how insights are actually used in decision‑making and budget work. Coming back to Nepa, with its culture and clear focus on Marketing Acceleration, feels like a very natural next step,” says Lisa Gröning.
Björn Vilson has more than a decade of industry experience, with a primary focus on marketing measurement. He joins from GroupM, where he helped build the marketing science business in Sweden from the ground up, with responsibility for sales and growth.
“I’ve missed working in a company where my area of expertise is at the very core of the business. The combination of MMM, continuous optimisation and Nepa’s culture made the decision easy. My role will be to introduce our offering to even more clients, ensure first‑class delivery and drive the business forward,” says Björn Vilson.
The team’s mandate is to secure high and consistent delivery quality for Nepa’s MMM clients, help more companies work with continuous optimisation rather than one‑off initiatives, and strengthen internal processes so that the offering can scale efficiently – across the Nordics and internationally.
“The market has moved from annual, isolated analyses to continuous, forward‑looking optimisation. We are now making ongoing analysis a natural part of our clients’ day‑to‑day work and making decisions on budget, channels and creative direction easier. With a modern MMM and Brand Tracking platform, and closer collaboration between tech, data and commercial teams, we are well positioned to take the next step,” says Anders Dahl, CEO of Nepa.
Published on: 18TH DEC 2025