Protobrand Hires MD for Sweden

Full service MR consultancy Protobrand has appointed Lars Pahlman as Managing Director in Sweden, leading its expansion there and across the broader Scandinavian market.

Protobrand taps AI and behavioural science to deliver quant solutions for brand tracking, innovation and concept development, helping to understand the 'symbolic, emotional and functional dimensions' of consumer motivation and behavior. The company launched an AI interview tool called Convo, last month, and recently entered a close partnership with Brandtrust, another firm with roots in the applied social and behavioral sciences, in order to offer clients a 'complete and complementary suite of solutions'.

Pahlman brings more than twenty years' experience in brand strategy and consumer insights, including leadership roles at Ipsos, NEPA and BlueCarrot. In his new role he joins Protobrand's senior leadership team and reports directly to CEO Pal Afzelius.

Pahlman joins other recent arrivals Andy Siddle, Senior Director of Business Development (UK); Emily Hawks, Senior Director, Strategist (Boston); Diana McLeod, Research Manager (Boston); and Christian Prandi, Research Manager (Amsterdam).

Afzelius comments: ''We're thrilled to welcome Lars to the Protobrand team. His expertise will be instrumental in scaling our presence in Sweden and helping our clients uncover deeper, more actionable insights. With all of our exceptional new team members, strong momentum with key clients, global growth and strong first quarter of 2025, I am incredibly excited for what's ahead.'

The firm is online at www.protobrand.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.