Mats Rönne is a Swedish marketing veteran who has worked across most sectors of the industry. As a client, he has been head of global brand management at both Ericsson and Electrolux, CMO for the residential business of Skanska as well as for the digital magazine app Readly. Mats also has considerable media experience, mainly from the magazine publisher Bonnier, and from various creative and media agencies. For the last 15 years, he has been an independent consultant, or “brain for hire” as he calls it, including being the marketing effectiveness expert for the Swedish Advertisers´ Association and responsible for the development of the Effectiveness System, which has become a de facto industry standard. Some of his other assignments include chairing the Swedish JIC for outdoor media and advising the Swedish Football Association on developing and evaluating the value of sponsorships and partnerships. However, his true claim to fame is perhaps that he has seen the Sex Pistols play live.
