Hi! I'm Emil Valdemar Madsen.
A brand and marketing strategy consultant.
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I have spent the last 15 years helping global brands find their place in the tensions, trends, and memes of consumer culture.
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My approach is simple:
It starts with the truth of your business, your customers and your competitors.
No fluff. Just clear direction that teams can actually execute.
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Barclays
People see credit cards as toxic and tune out when banks try to 'educate' them. I helped Barclaycard overcome this by using the language of pop culture to coach the nation towards credit confidence, turning a topic people actively ignore into something genuinely engaging.
PepsiCo
To establish Pepsi Max as the most entertaining brand in women's football, we rejected the category's tired convention of treating it as "men's football lite." Instead, we carved out an authentic brand position by celebrating what makes women's football distinctly captivating: its emphasis on technical brilliance and creative flair over brute force.
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Saxo Bank
In a global category of bland, look-alike financial ads, Saxo Bank needed a strategic idea that would work across cultures. Based on the thought that with more tradable instruments than competitors, Saxo gives your money more things to do, we developed the distinctive, global platform 'Saxo is Where Money Wants to Be'.
New Business
My thinking helped leading agencies win major pitches including Huawei Global, Nestlé UK, Burger King UK and Burger King US.
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