2. How Three Sweden use technology for agile and impactful display advertising

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How Three Sweden use technology for agile and impactful display advertising

Telecom operator, Three are known worldwide for their creative and engaging advertising. In an overcrowded and competitive market, having display advertising that stands out from the crowd is essential.

We spoke to the Head of Creative Agency and Creative Director of Three Sweden, Kristian Lundman to find out how they operate to encourage creativity internally.

Kristian Lundman Head of Creative Agency Creative Director

Three Sweden

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Three’s in-house agency: Tre Creative Agency

Tre Creative Agency is the beating heart of all things creative at Three Sweden. From television ads to display advertising, it oversees advertising across all channels and formats.

Uniquely, Tre Creative Agency has developed a particular look and feel for Three’s brand identity which they call “Threeality”. This ensures that all advertising produced shares the same unique and impactful characteristics.

What are the challenges facing your industry when doing display advertising? We are fast and we are not afraid of you see it changing in the future?

Telecom is a fast-moving business. The biggest challenge when it comes to display advertising and telecom is staying relevant with the right offers, at the right time. Plus, then being able to adjust your offers once a display campaign has gone public.

How has Three Sweden overcome these challenges?

We’ve overcome these challenges by having the right set-up internally, and hiring the right skills and competencies when it comes to our in-house organisation. Tre Creative Agency (Three Sweden’s in-house agency) allows us to have closer online departments. What makes your digital marketing unique?

testing new exciting ways of getting our message across, for example, the use of digital video. We also have an agile process once our display advertising has gone live, and are always ready to make adjustments, react and optimise our ads.

How important is in-house marketing to Three Sweden? How do collaboration between our product and

Very important. Tre Creative Agency is the cornerstone of our marketing department. Moreover, we look upon ourselves as constantly evolving when it comes to both creativity and marketing processes.

It’s likely, we will face the challenges of even more high-speed marketing, but we are confident that we have the organisation to meet these new demands.