The thinking your agency won't do.

Emil Valdemar Madsen
About Strategy Support

Hi! I’m Emil Valdemar Madsen

I've spent 15 years inside global brands and top-tier agencies, and the thing I keep coming back to is this: good strategy isn't complicated. It's about knowing your strengths, spotting where the market gives you room to move, and pointing your energy at the intersection.

That’s it.

Most agency strategy doesn't do that. It's slides built around conclusions that were already decided. Frameworks that gesture at insight without committing to a point of view. And increasingly, it's AI-generated thinking that's long on detail and short on judgment.

If you're looking for strategy that makes real choices, and is clear enough that getting internal buy-in isn't a second job, I can help.

Trusted By

How I Help

When I help brands think, my work typically falls into three core areas:

01

Brand Definition

Most brand work produces elaborate models and lengthy narratives that no one remembers and no one uses. I help you turn the unique truths about your business into a single-minded market position thats sharp enough to inspire and simple enough to stick.

02

Marketing Strategy

I help you identify your strengths and point them at the right opportunity. The output is a clear strategic argument and a focused plan that puts your resources where they will make a difference.

03

Creative Planning

Good briefs are the most underrated part of the campaign development process. I help you find the insight that reframes your problem, then build a communications platform and write the brief your creatives can push against. Because good work requires good thinking first.

Selected Work

DSV Logistics Strategy

DSV is the world's largest transport and logistics company. I'm helping them develop a marketing strategy that unifies six industry verticals, four product divisions, and multiple customer segments across 90+ markets into a coherent approach that works for global, regional, and local stakeholders alike.

Working directly with the global CMO, I'm building frameworks grounded in what actually drives purchase decisions in B2B logistics, from acquisition and retention through to how the brand shows up at trade fairs and major industry moments.

I'm also supporting organisational design, process development, and AI implementation.

Saxo Bank Brand Platform
Problem

Saxo wanted to grow brand awareness and preference among experienced investors and traders globally. But in a crowded, price-driven category full of bland, bank-like ads, Saxo needed to stand out in a way that felt equally relevant in Asian, European and American markets.

Insight

For investors, money isn’t just something to save, it’s something to activate. And with more tradable instruments than competitors, Saxo gives your money more things to do.

Solution

Dramatise the product benefit of 75,000+ tradable instruments by showing that if your money had a choice, it would choose Saxo.

Burger King UK Campaign
Problem

Burger King had launched a new global brand strategy pivoting Have It Your Way to Be Your Way. But in a market where celebrating diversity was starting to become the norm, the platform risked feeling generic and imported.

Insight

Burdened by expectations, British youth feel most themselves when being cheeky – taking what's expected and adding their own twist.

Solution

Position Burger King as the destination of cheeky detours.

What Clients Say

“ If you need a marketing strategist that also has flair for tactical execution there is no one better than Emil. I cannot recommend Emil highly enough. ”

John Veje
Group CMO, Danske Bank

“ Emil is a thoroughly modern strategist, combining the rigour of insightful strategic thinking with the ability to execute effortlessly across any channel. He thinks laterally and inspired creative teams with his briefings. ”

Vicki Holgate
CSO, FCB Inferno London

“ Emil is a brilliant strategist. His work is meticulous and his approach is rigorous, his presentation and communications skills are second to none. ”

Nathan Cook
Global Director, Unilever

Contact

Let's think it through.

[email protected]
Based in Copenhagen. Available globally. | LinkedIn Profile ↗