Advance Insights: A retrospective from our Co-CEOs
Advance Insights:
A retrospective from our Co-CEOs
It’s been three years since Ann-Louise Rosen and Camilla Grove Pelle took on their new roles as Co-CEOs at Advance. Since then, they have welcomed new talent, expanded their client portfolio and delivered solid financial results for the agency.
Following the release of Advance’s latest financial report, Ann-Louise and Camilla reflect on how they have kept the business healthy during their leadership transition and share what lies ahead for Advance.
It’s been 3 years since you started as Co-CEOs. What made you decide to take on this role as a duo?
Ann-Louise: We both joined Advance in 2017, and as part of management we were given plenty of opportunities to work together from the start. We quickly discovered how our values and ways of working complement one another. By the time that we started as Co-CEOs, we’d been collaborating at the agency for 5 years and felt well-prepared to take on the role together.
Camilla: Ann-Louise has a strategic marketing background while I bring in the digital perspective, and we both work best by setting straightforward goals and focusing on getting things done. We’re also deeply involved in the day-to-day work with our clients since we believe it’s the best way to truly understand their evolving needs. It also gives us important insights into how our teams can best collaborate and deliver great results.
“By the time we started as Co-CEOs, we’d been collaborating at the agency for 5 years and felt well-prepared to take on the role together.”
– Ann-Louise Rosen, Co-CEO
What points did you want to address when you first started?
Ann-Louise: We took over from Jens Krog and Claus Wittenborg, who had been running the business for over two decades. And when you take over a good business, you don’t make changes just for the sake of it. You figure out what works, why it’s working, and how you can make things even better. Camilla and I always agreed that our culture is key to delivering great results, so we focused on that first and foremost.
Camilla: Our goal was to build on the strong culture that Advance is known for by finding new ways to nurture our collaborative spirit and encouraging positive, open-minded ways of working at the agency. We identified two ways to do this: more cross-team collaboration and improved, straightforward communication.
“When you take over a good business, you don’t make changes just for the sake of it. You figure out what works, why it’s working, and how you can make things even better.”
– Ann-Louise Rosen, Co-CEO
How did you implement these changes?
Ann-Louise: For us it has been all about defining clear roles and responsibilities. Through putting together a new management group, we ensured that every team in the agency is represented at this level. It’s helped us make better, more holistic decisions and strengthen our implementation power across the agency.
Camilla: We also appointed a team of Creative Directors to lead creative development and ensure the consistent delivery of high-quality work. This approach has had a huge positive effect. It’s been crucial to ensuring that everyone feels seen, knows who to talk to and feels inspired to collaborate actively together, and it’s helped us lay the foundation for a strong culture and an improved workflow at the agency.
What’s an accomplishment from the last 3 years that you’re proud of?
Ann-Louise: After three years, it’s clear how the changes we’ve made have helped us grow closer within the agency and with our clients. When I go to the office, I get to be surrounded by motivated people who lift each other up, and I’m proud that people care about each other and their work.
Camilla: We’re at a stage now where we have really strong teams across the board, and the positive energy that this creates is tangible. Our agency trips to Montenegro and Sweden have been great opportunities to involve everyone in discussions about what is and isn’t working, so we will continue to prioritize moments like this in the coming years to keep building on our culture.
“We’re at a stage now where we have really strong teams across the board, and the positive energy that this creates is tangible.”
– Camilla Grove Pelle, Co-CEO
With the new financial report just in, how do the results compare to previous years?
Ann-Louise: It’s been a difficult year in the industry and everyone can feel it. Some of our clients have put their projects on hold and this is reflected in the year’s financial report. We especially didn’t expect to see such a drop at the beginning of 2024, but we kept calm and held onto the belief that the business would pick up again. All taken into consideration, we are satisfied with the result.
Camilla: Despite the challenges, we’re very happy that we kept the organization intact. We were back on track by the end of the year, and now we can continue on with the same great teams and structures in place.
What’s in store for 2025?
Ann-Louise: We’re already seeing lots of client activity and have ambitious plans for the year ahead. These are unpredictable times, but with our dedicated teams, recently expanded strategy department and access to a global network through Worldwide Partners, we have the tools and talent in place to continue developing great creative solutions built on strong strategic understandings.
“We’re already seeing lots of client activity and have ambitious plans for the year ahead.”
– Ann-Louise Rosen, Co-CEO
Lastly, what’s a stand-out piece of advice you’ve picked up during the last 3 years?
Ann-Louise: First identify what you stand for. Then find out how to activate it and how to stay true.
Camilla: Think big, but be realistic and work with what you have.
For more insights into our financial results from the year 2023-2024, read our feature in Dansk Markedsføring here (article in Danish).