Our story

Stockholm’s first ever neon billboard lit up the city center in 1907, advertising Stomatol toothpaste. And it was Stomatol’s Head of Advertising, Bertil Andersén, who founded the Association of Swedish Advertisers, driven by the mantra “truth in advertising”. The sign is still there, and still loved, today. And so are we.

On November 15 1924 Bertil and 36 advertisers from 30 corporations met at the Gillet restaurant to figure out how they could best harness the power, profit and truth of advertising to drive their organisations forward. We continue their work today. In fact our present offices are still round the corner from the restaurant. Visit us today


Fast forward and we are now the world’s largest professional organisation for advertisers. We represent 600 organizations in a network of over 5000 individuals—18 of Sweden's 20 largest advertisers are members. Our members invest 3,4 billion US dollars a year in marketing and advertising.

From the smallest to the largest businesses, from private to public organizations, from county councils to city municipalities—we protect their interests and help them make sure every penny of their investment is time and money well spent.

What we do:

The 100-Watt Awards

Our 100-Watt Awards honour Swedish campaigns that have lit up the market and achieved the best, quantifiable, measurable results. The Awards recognize Swedish-produced or adapted campaigns, published domestically or internationally.

Counselling and advice

We offer members crucial advice on issues such as:

  • Legal advice: Marketing and campaign laws, regulations, the interpretation of rules and ethics etc.

  • Choosing an advertising agency: Including cooperating, briefing and planning with agencies

  • Choosing a media agency: Including cooperating, briefing and planning with agencies

  • Online marketing: Advising on digital metrics, analytics and strategies

Joint industry committees

Our three expert teams each have special tasks, representing different fields such as earned, owned and paid media. Each team includes representatives from different sectors of trade and industry, public administrations and authorities. Our team’s working structure is efficiently organized to enable it to meet the members' demands for a dynamic and powerful association, and to make sure that the interests of our members are looked after.

Up-to-the-minute industry news and info

Our weekly members’ newsletter is packed with valuable, relevant, content—as well as invitations to seminars and upcoming events. Our social media channels, Facebook, LinkedIn and Twitter, keep members in the loop and are updated continuously.

Negotiations and agreements

We help put pressure on suppliers, helping members negotiate trade agreements and standard-form contracts. We help set and enforce general agreements for agency cooperation, suppliers’ agreements with the printing industry, and contracts with media and media groups.

Unique networks get you connected

Members can meet like-minded peers from their own industry in one of our six professional networks.

Free seminars

We hold around 60 seminars every year for our members. Topics vary—but they always come from the advertisers’ perspective, as opposed to the ad or media agency’s point of view.


We provide customized training within marketing law, online marketing and best practises when cooperating with advertising agencies.

‘AdDay’, our annual big event

Every year around 500 members gather in Stockholm to be inspired and informed at our annual big event—‘AdDay’ (formally known as Stora Annonsördagen). It includes open-mic discussions with top Swedish leaders and influencers, as well as seminars and workshops.

Advocacy and opinion making

We constantly campaign for greater freedom of action in marketing, and better conditions for our members' market communications. We actively lobby to prevent unnecessary restrictions on and legislation against advertising and marketing. We also work actively to make the positive role of  marketing and advertising better understood and respected by the public and wider organizations and authorities. We believe advertising and marketing can be a positive, dynamic force in society.


We are a member of the World Federation of Advertisers, the WFA, which monitors international advertising and media issues.

The 100-Watt Awards

Every year our 100-Watt Awards honour the campaigns that have achieved the best, proven results. Join us in celebrating the Swedish advertising and marketing work—that really worked,


Meet and mingle with 500 other members, get inspired at our seminars, and put your questions to top industry leaders at our annual big event, AdDay in Stockholm.

Meet the team!

Anders Ericson
Managing Director

Anna Eklund
Head of Finance and Human Resource

Bugge Woldner
Customer Service Coordinator

Camilla Nilsson
Project Manager/Teamleader (on maternity leave)

Malin Johansson
Digital Advisor

Helene Karlsson

Lin Eriksson Nordström
Head of Digital Services

Krister Bläsung

Matilda Nordfeldt
Project Manager Communication

Max Apéria
Agency Selection Advisor

Peter Mackhé
Manger KIA-index

Rufus Lidman
Digital Advisor

Stefan Barholm
Sales Director and Media Advisor

Tero Marjamäki
Press Officer/Teamleader

Tobias Eltell
Legal Advisor

Ulf Hermansson-Samell
Marketing Manager & Manager Education and Events

Ulrika Strallhofer
Project Manager Event

The Association of Swedish Advertisers
Phone +46 8 545 252 30
e-mail: info@annons.se
P.O. Box 1327, SE-111 83 Stockholm, Sweden

100-wattaren rund högerpuff


We arrange the competition 100-wattaren every year to honor advertising campaigns that have generated quantifiable results. It recognizes Swedish-produced or adapted campaigns, published domestically or internationally.

Read about 100-wattaren (in swedish)

Stora Annonsördagen tidigare teman rund fri


Every year we arrange our event, "AdDay", in which around 500 of our members come together in Stockholm to be inspired and educated during a full day of seminars.

Read about AdDay (in swedish)