Lyko selects WPP Media as their Nordic partner

Following a thorough pitch process during the winter and spring, it is now clear that Lyko has chosen WPP Media as its media agency partner in the Nordics. In the initial phase, this covers Norway and Finland, in addition to Sweden, but more markets may be added in the future.

“We were looking for a media partner with experience in and an understanding of the omnichannel business in an extremely dynamic and e-commerce-driven market. From understanding our strategy and role in the market down to the details of individual campaign recommendations. The Nordic perspective and how they choose to set up the team, as well as the creative thinking and the role of AI in all of this. Overall, WPP Media was an easy choice. We must also not forget the chemistry, and the fact that we felt we were part of the same mission right from the pitch stage," says Lotta Onajin, CMO at Lyko.

Following an initial pitch round of agency presentations, an unusual finale ensued. Lyko presented a brief to which the agency had to present a solution just two hours later, while the Lyko team remained in the room during the process with full access to the process.

Lotta Onajin comments:
"We were impressed by how the WPP Media team included us, despite the time pressure, both in the strategic aspects with the insights they had uncovered, and in the creative process, using a combination of AI agents and human smartness."

As part of the assignment, Lyko is now plugging into WPP Media's data and tech infrastructure. Through integration with InfoSum, this enables more innovative use cases for secure data collaborations and activation such as Retail Media, while Lyko’s own platform continues to be developed.

"This feels fantastic. It is rare for a new partnership to feel this natural, even though we have barely begun working together. It is going to be very exciting to be part of, and contribute to, Lyko’s continued growth journey," says Christina Kopp-Ovrén, MD of one of the client divisions at WPP Media.

Contact
Christina Kopp Ovrén
MD, Client Division
WPP Media
+46-70 957 40 62