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DESIGN FORUM talk: Finnkampen

7.9.2016 Kellohalli, Helsinki

DESIGN FORUM talk: Finnkampen nosti esille suomalaista ja ruotsalaista brändi- ja designosaamista. Ruotsalaiset yritykset ovat onnistuneet luomaan globaalisti tunnettuja ja menestyneitä kuluttajabrändejä. Suomalaiset ovat herättäneet kiinnostusta maailmalla omaleimaisilla tuotteilla, jotka kätkevät taakseen aitoja tarinoita. Mitä voimme oppia toisiltamme?

Päivän aikana keskusteltiin siitä, kuinka voimme luoda kansainvälistä kilpailuetua ja parantaa yritysten kannattavuutta vahvempien brändien ja designosaamisen avulla. Lavalla nähtiin suomalaisia ja ruotsalaisia puhujia akatemian, brändien sekä muotoilun maailmasta.

13.30 Registration

14.00 Welcome
Ewa Kumlin, Managing Director, Svensk Form 
Petteri Kolinen, CEO, Design Forum Finland
14.20 Keynote: Attitude as a resource in marketing hedonic goods and services
Petri Parvinen, Professor of Strategic Marketing and Management, University of Helsinki
14.50 Design and branding in Sweden and Finland
(à 10 min):
Johan Uunila, Country Manager Finland, Visit Sweden Pauli Waroma, CEO & Founder, Sherpa 
Panel discussion:
Petteri Kolinen, Ewa Kumlin, Pauli Waroma and Michael Persson Gripkow (Visit Sweden)
Moderator of the panel discussion: Petri Parvinen
15.30 Coffee break

15.50 Creating a globally successful brand
(à 10 min):
Ville Heijari, CMO, Rovio Entertainment
Elina Björklund, CEO, Reima 
Niklas Bergh, Niklas Bergh Kommunikation
Panel discussion:
Niklas Bergh, Elina Björklund and Ville Heijari
Moderator of the panel discussion: Petri Parvinen
17.00 Drinks

Projektipäällikkö Aino Vepsäläinen
aino.vepsalainen(a)designforum.fi, 050 355 6606


Elina Björklund was appointed as the CEO of Reima Oy in 2012. Reima is the leading Nordic functional kids wear brand currently owned by Riverside, the US based private equity investor. Prior to joining Reima, Elina was Partner and Director of Management Consultancy B&B Advisors in Shanghai, China. Prior to this her working history included executive roles in companies Fiskars Plc and Iittala Group. She started her career in banking and held a position of Chief equity analyst and Deputy Managing Director of Merita Securities (currently Nordea) between 1996-1999.  Elina has had several positions of trust throughout her career including Marimekko Plc and Finnair Plc.

She holds a M.Sc (Economics) from the Helsinki School of Economics and Business Administration.  She has also attended the MBA Finance Programme at the City University Business School in London and studied in International Design Business Management pro programme at the Aalto University in Helsinki.


niklas bergh

Niklas is a confused writer, turned graphic designer with a hint of entrepreneurialism and a profound passion for communication. Last known to have helped create the brand Urbanears as one of its co-founders, he now pretends to write a book while unsuccessfully dodging offers to help a number of other brands with their communication. He has no fancy educational title but looks rather funny.


ville heijari

Ville Heijari is the CMO, Games at Rovio Entertainment. He recently returned to the company, after working with mobile monetization at PlayHaven, Vungle, and the game studio Two Men and a Dog. Previous to his current role at Rovio, he led the creation of a global marketing and brand platform while the company went through a rapid growth period with the Angry Birds franchise expanding internationally and branching out to various businesses. Ville has more than 15 years of experience working with marketing, user experience and mobile applications and devices in the mobile industry.


petteri kolinen

Industrial designer, MA, Petteri Kolinen has a long experience in various managerial positions in design from diverse industries. In 1993–2007, Kolinen worked at Nokia as Design Manager, responsible for various teams, as well as e.g. managing the Design Studio at the Keilaniemi headquarters. After this, he was a member of the Group Management Team and Design Director at Martela. He joined Design Forum Finland from Nanso, where he held the post of Creative Director.

ewa kumlin

Ewa Kumlin, is the Managing Director of Svensk Form, a membership society founded in 1845 and today commissioned by the Government to promote Swedish Design nationally and internationally. Historically Svensk Form has always been working in the forefront of new ideas and visions in the design field, and has initiated several movements and milestone exhibitions throughout its time. Today Svensk Form has about 5000 members, with head office in Stockholm and regional offices and exhibition spaces around Sweden. Svensk Form publishes the design magazine Form for Nordic design and architecture since 1905.

Svensk Form runs the national design awards Design S and UNG, young Swedish Design. Focus areas are international exchange and sustainable design. Ewa Kumlin has a long international career, where she always focused on creating meetings between people from various fields of contemporary culture, and she has an extensive network of international contacts.


petri parvinen

Dr. Parvinen works as Professor of Strategic Marketing and Management at the University of Helsinki, Finland and as a part-time Professor of Sales Management at Aalto University, Finland.  Dr. Parvinen has worked with over 200 organizations, reinforcing commercial and business thinking particularly in environments where it has not spawned naturally. Dr. Parvinen continuously works as a multi-entrepreneur, board member and consultant internationally. He has personally founded 12 companies and is keen to share his successes and failures.

In business, Dr. Parvinen specializes in designing intelligent sales psychologies in digital communication, driving e-sales, designing accurate business models and doing corporate reorganizations. In his academic research, Dr. Parvinen has concentrated on explaining growth and profitability at the business unit level. Current research projects concentrate on experimental designs in e-selling, digitalizing sales psychology and innovation selling.

johan uunila

Johan Uunila is the MD for VisitSweden in Finland. VisitSweden is a communications company that works to promote the brand of Sweden and the Swedish destinations and experiences internationally. Sweden has a strong reputation worldwide as a progressive Nation Brand. Before this position Uunila has worked with marketing and branding in various industries both on the agency side at TBWA as well as on the client´s side of the table.


pauli waroma

CEO and founder of Sherpa, a marketing agency founded in Helsinki, Finland in 2009. Has worked as a strategist for numerous large Finnish marketers as well as developed Sherpa from a small start-up agency to a significant player in the Finnish marketing agency field. Has worked as a producer and executive producer in both film and events. Holds positions in a company developing business in the Helsinki archipelago islands and is a member of the board of Helsinki Art Museum (HAM) and Finland Promotion Board. Is a frequent columnist.