Founded as a four-person consultancy in 2004, Sund Kommunikation is now home to a team of 45 in three offices (Stockholm, Gothenburg, and Malmo) and three broad practices (corporate and marketing communications and public affairs) and is surely the fastest-growing public relations firm in Sweden, competing with established giants in their respective fields such as JKL and Prime and Halvarsson & Halvarsson.
One key to firm’s success is its entrepreneurial culture—unusual for Sweden—which eschews hierarchy for a flat organization in which most of the firm’s employees contribute on everything from strategic counsel to office maintenance. But the firm’s leadership is equally important. Owners Carl-Johan Wachtmeister, Leif Andersson and Peter Erikson, all have more than 20 years of communications experience: Wachtmeister was communications director for tools provider Atlas Copco and worked with Pharmacia as well as spending time with several local PR firms; Andersson is a former journalist with experience on financial dailies in Sweden and Denmark and also worked in-house at Booz Allen Hamilton and Internet consultancy Framfab; Erikson was communications director of ASG and press officer at SJ (transportation).
Sund began as a specialist in investor relations and financial communications, but soon expanded its service offering to include a broad range of corporate communications and marketing communications services. Over the past 12 months, the firm has also added social media and personal brand building expertise. Sund does not disclose its client list, or discuss individual assignments, but it works for companies ranging from giant multinationals to small Swedish start-ups and growth last year was in the 40 percent range, with contributions from all three practice areas.
Sund works primarily in