Fredrik is a senior executive with a strong retail background from Unilever, Accenture and ICA, Swedens largest Food retail chain. Today he is the Head of ICA Media.
Fredrik has managed ICAs In Store media channel from launch 2009 to date. The responsibility covers all areas as concept, design, content generation as ad sales/financing. ICA Medias role at ICA is to deliver ICA supplier (A-Brands) collaboration within ICAs own, bought or earned media. The target is to deliver ICA store sales and consumer loyalty in combination with relevant financing of ICA media investments.
Fredrik is also heading up ICA Marketing Business Development projects as “ICA Next Generation Marketing” in 2013 and “ICA Omnichannel definition” in 2016 that has been designed to ensure that ICAs outstanding Swedish marketing presence into the future (2020) within a rapidly changing digital development.
Sessions at NextM
“Digital Signage in Retail – ICA one of the leading examples”
ICA have operated its digital signage channel since early 2009. Today it covers 500 stores with 6000 screens. This presentation will focus on ICAs digital signage journey together with Visual Art in combination with learnings, do’s and dont’s.
ICAs concept “Next generation Marketing” and “Omni channel” – Prototyping – will also be part of the session since that is used as the “beacon light” when creating the required transformation or “next step” delivering todays upgraded platform.