Multispecialist with marketing PR expertise
Every year, the Swedish trade magazine Resumé surveys clients to measure their satisfaction with the country’s PR agencies, and for two of the past three years, Springtime has ranked number one. SAS chief executive Anders Ehrling helps explain the firm’s success: “Springtime’s experience and competence has been very valuable and useful, working with challenging transformation the last two years.”
Springtime came into being just five years ago, the result of a merger between two smaller firms: sagt:gjort, a traditional marketing PR firm, and Vindrosen, a younger agency with a focus on information technology and the Internet. Today, it has four main practice areas. Marketing public relations accounts for the lion’s share of the business, and the firm’s heritage in producing travelling tours has translated into a “grassroots” approach that included opinion leader outreach and word-of-mouth campaigns, such as a recent effort to enhance the youth appeal of Spendrups beer through on campus events, with leaders of the family-owned firm discussing entrepreneurship with business students. The firm also has strength in public affairs, where the same approach has been useful for the Sveaskog, Sweden’s largest forest manager, inviting opinion leaders into the woods to discuss the environmental and social challenges facing the company. The internal communications practice has worked with SAS and Attendo Care on major change management initiatives. And there’s a new investor relations group, expected to grow over the next 12 months. The firm also had expertise in crisis management, with one of its senior consultants having managed communications for NK, the department store where Swedish foreign minister Anna Lindh was murdered in September of 2003.
Revenues in 2004 were around SEK 30 million (€3.1 million), down a little from 2003 when the firm was heavily involved in the campaign to persuade Swedish voters to switch to the euro—a project that boosted revenues temporarily. Major clients included the airline SAS, game company Svenska Spel, Swedish brewery Spendrups, private elder care company Attendo Care, Aboslut (for which the firm handles domestic and international assignments, including a customer relations programme in the U.S.), pharmaceutical company Lilly, retailer NK, and Procter & Gamble. The acquisition of a small public affairs boutique, Norna, is expected to add to revenues this year.
While most of its work is domestic only, on the international front Springtime is a member of a Nordic PR network, NPRN, that includes partners in Denmark, Finland, and Norway.