Swedish advertisers launch marketing effectiveness handbook

The Association of Swedish Advertisers (Sveriges Annonsörer) has launched “The Marketing Effectiveness Handbook”, a new resource designed to help marketers bridge the gap between marketing strategy and implementation.

The guide is part of the association’s ongoing Effectiveness initiative, which seeks to elevate the role of marketing communications as a strategic business function. A recent study conducted by Sveriges Annonsörer revealed that many marketing departments are currently operating primarily as tactical production units, rather than fulfilling their potential as strategic leaders.

Drawing upon a wealth of existing industry knowledge and research, the handbook aims to complement existing resources and training programmes. It is complemented by a certification training that mirrors the association’s Effectiveness System launched in 2021 – a Swedish industry standard which aims to create better solutions to understanding and measuring effectiveness and demonstrate the connection between marketing and profitable growth.

For more information, get in touch with Hanna Riberdahl, CEO of Sveriges Annonsörer.

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