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Norway's Trigger Rethinks Offering And Launches In Sweden
Arun Sudhaman
Holmes Report

Norway's Trigger Rethinks Offering And Launches In Sweden

Fast-growing PR firm expands consultancy to include investment in entrepreneurs and innovation.

Arun Sudhaman

Norway's Trigger Rethinks Offering And Launches In Sweden

STOCKHOLM — Trigger, the Norwegian PR firm that has consistently ranked as one of the most creative in the world, has launched in Sweden, hiring Dora Streiffert to lead its new Stockholm operation.

The expansion also sees Trigger attempt to revamp its offering, looking beyond communications to offer consultancys focused on product, organization and technology development.

Working alongside sustainability communications specialist Streiffert, who is MD of Trigger Stockhom, are digital entrepreneur Erik Wallin and editorial strategist Viktor Bodelius. Wallin previously founded transport startup BagHitch, after working in the retail industry, while Bodelius was executive editor for Business Insider Nordic and Veckans Affärer's digital channels.

Trigger has launched its own accelerator to invest in entrepreneurs and drive innovation for established companies and startups. This summer, the company made its first major investment with Norwegian robotics startup No Isolation, which has already become moved to commercial beta stage.

"With our accelerator, we can sincerely help both entrepreneurs and established companies create new products, services and businesses that make them better positioned for the future," said Streiffert.

Founded by Preben Carlsen in 2010, Trigger now employs around 45 people, generating fees of €2.6 million (up by 26% last year).

"Communications as an industry is about to be marginalized, and what we have seen of internal industry changes belong to yesterday," said Carlsen. "Now we really need to solve real problems for customers and users. Creating innovative services and solutions has also become more profitable for clients than traditional communication. Furthermore, the positioning effect is considerably greater."

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