a man of many cultures

Contents ofJens Aggerbeck

A Man of Many CulturesHawaiian WavesEastern PromisesThe Whisky TrailEl Mundo LatinoMy ArabiaAsian DragonsDown UnderCreativity In Business Personal ResumeLanguages / EducationsContact Details

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I am so good at thinking out of the box you realize...

here are different kinds of creativity. Classic creativity in the artistic sense, in terms of literature, visual arts and music. And there is

creativity in the way of doing business. A different, commercial kind of creativity often underestimated or undervalued.

I am able to bridge these different cultures.

Trusted 7 times in 5 global companies to re-invent new departments, accelerating brand innovation and new, competitive brand positioning. 3 times relocated to different countries, re-inventing myself as well.

Head of multi-functional teams, successfully challenging the convention-al. Our efforts driving lasting organizational improvements, record sales and learning. Awarded since 1991 for campaign creativity, product quality, brand design, innovation, charity crowd funding - and a 2013 rock festival event.

...it wasn't a box even to begin with.

T

Hawaiian Waves

I sold my first company to live for more than 5 years on world tour as a windsurfing profession-

al. The Hawaiian island of Maui deeply influential to me - and the most important spiritual home away from home. Here, indulging in my love of nature, the raw power of the blue ocean and a passion for beauty in everything natural.

Each day, knowingly pushing the limits of the possible in waves big enough to kill is a very powerful realization there is something larger than yourself you will never fully control. But you can have fun trying. And in doing so the Hawaiian waves have since impacted on how I have acted as a creative manager: Never, never trust luck.

19 years old

Eastern Promises

in a separated Europe, I did my MBA, free lanced as a journalist and toured the

East Block for 10 years decorating international trade exhibitions.

Winds of change sweeping across Europe, I worked in Moscow as one of the last “westies” days before the collapse. My restaurant meals traded in packages of Marlboro and Rubles I had “materialized” 20 times better than the official exchange rates. Street smart was not en vogue. It was survival.

Little did I know at the time that I was to fulfill more eastern promises when re-entering the new emergent markets, post-liberation, in the mid-90s as a PR manager. Representing Johnnie Walker - the global icon of change. Sensing the new togetherness. Red stars and army artifacts en vogue. Red Label too.

As a young adult

The Whisky Trail

you can tell 194 years of Johnnie Walker. And around 172 years,

4 minutes and 30 secs. into the story - I join his walk for almost 8 years: Revitalizing this authentic icon of progress generates my own path for years to follow, developing premium brand portfolios in both emergent and mature markets.

In parallel, working with a range of other whisky brands significant to the Scottish national identity: Each brand crafted by nature, by hand, by real people and real pedigree: Each taste individually made from the genuine recipes of the founding fathers dating back to the mid 19th century.

Trawling archives guarding 120-150 years of campaigns changed my perception of what defines creativity. The leading brands never changed identity. The world, fashion, style and media changed. Stunningly, “core” messages did not. And a trail of how to express identity, instead of change identity - marks any creative?

In just 6½ minutes

EL MUNDO LATINO

- LAC - is everything as colorful as it sounds.

Spanish language and culture a passion of mine since early childhood and business educations. A focal point for 8 consecutive years, working as the head of creative brand strategies, I have shared the very best LAC has to offer: Passionate spirit.

My entry began during the Johnnie Walker World Championship in Jamaica. Handling the global PR strategy that would eventually rank the championship among the world´s 5-6 most publicized events.

But there is more to my LAC. Hispanic countries seemingly tied together by language, each of these are very proud individual sub-cultures. I am so invigorated by the atmosphere, so inspired by the contrasts - and humbled by the creative performances of the extraordinary people.

The Latin-Caribbean region

MY ARABIA

hen you are sitting on a marble floor, eating goat in the offices of your local distributor in downtown

Sanaá, Yemen, you are a bit off the beaten track as a creative. Sanaá, the ancient home of Sheeba, queen of legendary beauty.

8 years overlapping regional assignments in Latin America, some of the best campaigns I have made originate in the Arabic countries since I first touched down in Beirut shortly after the war.

Everywhere in the Middle East region, the Levant, GCC and Pan-Gulf nations, the past is a visible key to the present. Above all the women, rulers of the family at home and a key to the future. As a creative, I admire their strength of character - and the difference they make to creativity in business.

W

ASIAN DRAGONS

egardless of assignments in other parts of the world, I have constantly ended up in Asia for more than 20 years. Asia has forced me to solve the two most

lethal PR crisis I have ever come across. 11 years apart - both in Taiwan.

Standing in the same Taipei hotel lobby, 11 years on, made me think if the world really changes? Apparently not in every sense, but in Taiwan it sure had. The “101” - once the world´s tallest building - towered above the city.

In the expanding Asian consumer cultures - measures are extremely challenging. Working for Tetra Pak, I got a call from Shanghai to manage an innovation workshop. But in Ulan Bator, Mongolia. A local dairy emerging from nowhere - to sell 5 bio. packages in just 5 years. Creativity at large. Very XXXL!

R

DOWN UNDER

since the 90es I have come to Sydney on creative assignments for various companies. Strangely, travels always a part of solving crisis elsewhere in Asian markets, I have made my way down under.

Australia has always been good to me. A medical innovation award.The launch strategy of Bacardi Limón revitalizing a 60s brand icon, and the provocative labels of a local RTD named XLR8 - the world´s first alcoholic cola - inspired the use of guerilla tactics to drive successful dairy campaigns for me in Latin America and the Middle East.

Multi-cultural Sydney seems to be the one place for me everything just comes natural. No worries mate. Urban class, über trendy style and beach life in a mix of yobbo´s, ute´s and slabs of beer. But that´s exactly my idea of genuine creativity.

The creative success of a brand is determined by the ability to deliver more value. And successful business is determined by the ability to understand new potentials. But the ability to see, and develop, a pattern of coherent opportunity across many disparate factors - is what determines real creativity in business. I have experienced, and I still live in, a world of change. I am naturally attentive to sensing new directions and opportunity offered by events, people and teams. At heart, I exist to shape new ideas and to initiate these in unchartered territories - as the catalyst devoted to orchestrating winning team performances.

CREATIVITY IN BUSINESS

XLR8 strategic advisory.

“Know the consumer, build the business, lead the market”. My consultancy principle and formula for success, regardless of industry since 2008. XLR8 cases and multi-platform executions also available in Arts, Dairy, Cleantech, FMCG, Medtech, Music and more.

National multi-brand strategy - auto.

Transformation of a single unit dealership into (5) multi-brand, multi-outlet retail/wholesale business, generates a Danish top 100 fastest growing company awarded “Enterprise of the year” - and the largest national rally team 2009-13 winning 5 Rally Sprint Championships and 2 DRC/National Rally Championships

CREATIVE EXECUTIONS

Global Medtech & Audiology.

Over 4 years I am revitalizing markets in Asia-Pacific, Central/South Europe and in USA, developing new on/off line and 3-D concepts driving an award winning global trade launch, a product innovation award - and company record profits.

Global niche re-positioning - cosmetic surgery.

For Contura International facing multi-national giants I develop a guerilla niche strategy, driving the best results in the 10-year company existence by 2008.

Corporate critical global launch - wireless audiology.

For Oticon/WDH securing the brand conceptualization of a pre-mium portfolio and EU/US global launch - awarded ”Best of Show” for an integrated avatar 3-D art/design universe.

CREATIVITY IN BUSINESS

Global Dairy & Functional Foods.

For 8 years I handle both emergent markets and US/CDN, work with consumer insights, development and execution of award winning new retail brands. Including new FMCG product portfolios, line extensions and brand communication concepts for RTD´s, juice, nectar, still drinks, wine, beer & dairy portfolios.

New packaging & brand designs - FMCG.

For Tetra Pak Global R&D creating VIP alliances with the senior directors of world top 50+ food/drinks manufacturers. This to share consumer insight analysis, sales expectations and new, award winning product design in 3-5-10 year trend/investment scenarios.

Emergent market brand expansion strategy - Dairy.

For Arla Foods developing the first coherent brand strategy across LatAm/Caribbean and Middle East. New, segmented portfolio and full marketing mix capturing 20-50% shares against global leaders.

CREATIVITY IN BUSINESS

Global premium spirits.

7 years employed by Guinness/Diageo I am assigned to critical brand guardianship roles, designated to emergent markets across Asia-Pacific, East Europe and Latin America/Caribbean. Iconic brands include Johnnie Walker, Buchanans, Black&White, Lagavulin, Oban, Talisker, Gordon´s, RTD´s and a variety of experimental test concepts.

Contact- and relationship building activities.

Aligning key audiences, VIP media and on/off trade customers.

Product placements and strategic alliances.

Expanding brand awareness and brand exposure/channel reach.

Event media and VIP hospitality management.

Maximising positive brand experiences and in-market loyality.

Cost/benefit analysis, best demonstrated practice sharing.

Guideline programmes, ROI/effect evaluations.

CREATIVITY IN BUSINESS

CREATIVITY IN BUSINESS

Brand sponsorship tactical exploitation.

Once a sponsored windsurfer myself - I have since been involved in the commercial development, PR and brand strategic alignment, execution and ROI/sales effect analysis of 300+ sponsorships. Top of the list:

The 5 Johnnie Walker World Championship events.

A World top 5-6 most publicized golf sport event at the time.

The Classic Malts Cruise - global brand community.

19 years running, with 7.4 mio individual website referrals.

The Ambassadors Cup - trade political affairs.

Gathering the largest international player field in a Polo event.

Gordons Gin Cup - yacht racing regatta.

World´s biggest - recorded by the Guinness Book of Records.

METRO Cash&Carry Danish Team at the Culinary Olympics.

Securing the largest PR coverage in METRO corporate history.

Bass 2012 - Copenhagen Jazz Music Festival over 5 days.

600 jazz contestants from 40 nations to 150 music events.

The Phillippine Project Sorö.

Community crowdfunded charity securing fresh water and medical care for 2 years. Personally honored by the Phillippine government.

CREATIVITY IN BUSINESS

SHORT PERSONAL RESUME

80-91. My early globalization.

Managing Director and co-owner, windsurfer import/retail company. Professional windsurfer, brand ambassador & board designer 5 years. European, Scandinavian, Baltic, Danish championships.

Free-lance journalist/editor, Bonnier Publications 5 years.Exhibition coordinator handling 100+ trade shows, East/West Europe.

91-05. Functional foods, dairy and drinks manufacturers.

PR, Brands Publicity & Brand Development Manager.Guinness/Diageo. World leading premium spirits manufacturer. Designated to emergent markets worldwide. Special coordinator for Latin America and Caribbean.

Marketing Manager.Arla Foods. European top 3 dairy manufacturer. Latin America and Caribbean, Middle East, Emergent Asia.

Manager, Customer Understanding.Tetra Pak Global R&D. World leading FMCG packaging manufacturer. East and Central Europe, Emergent China, USA/Canada.

05-08. Medical technology manufacturers.

Product R&D Manager.Oticon/WDH. Global top 3 audiology manufacturer. East and West Europe, Asia and USA.

International Marketing Manager.Contura International. Cosmetic surgery.Asia Pacific, East and South Europe, Baltics, Scandinavia.

2008. Business consultancy.

Director, Creative Business. XLR8. Creative expansion strategy consultancy.Denmark, West Europe, Latin America, North Africa.

Born 1959 in Copenhagen, Denmark. English as a 2nd native lan-guage. Fluent in German, Spanish and Scandinavian. OK French.

MBA.Int. (CBS): Cross-Cultural Marketing Management. Dissertation: “National Identity As A Strategic Umbrella”. Aligning brand identity, portfolio strategy and communication plans in 40+ mar-kets.

BA (CBS): English & Spanish Languages/Culture.Qualified translator. And a basis for regional cultural capabilities.

Strategic Innovation Management (IMD, Switzerland).Managing brand expansion tactics by integrated creative/commercial innovation procedures in different industries and organization types.

EDUCATIONS - AND PRACTICAL USE

Decision Dynamics: Behavioral psychology in effective project teams. Orchestrating performances with people from over 50 different nations.

Creative Facilitation & Ideation: Effective idea generation/execution. Directing new product launches for 20 years, including a global patent .

Contemporary, constant training coursesParticipation for 15+ years in monthly-to-quarterly workshops - in 5 companies leading, learning and sharing plans with the best of local agencies, distributors, brand managers and sales representatives.

Producing TV documentaries and commercials. Projects with QR and web interactive, avatar hologram technology, 3600 projections.

Contact DetailsJens Aggerbeck5 FordresgaardvejDK-2400 Copenhagen NV(+45) 2627 1821xlr8jens@gmail.com