Last year we helped host a wide range of exciting events in the heart of Allinge at our location, Banken, for Folkemødet 2023. Building on that success, we're excited to help you put together engaging and memorable events for your company or organisation when Folkemødet returns in 2024 the 13th to 15th of June.

A central location in Allinge that features indoor and outdoor spaces for events of all sizes.

Customized event planning and concept development.

A unique opportunity to enhance your company's visibility and communication.

Convenient accommodation and transportation options to make your Folkemøde experience smooth.

Our venue, Banken, situated at Kirkegade 2, will also be open for anyone looking for a quick coffee break or a calming space between events.

Curious about our presence at Folkemødet 2024 or interested in hosting an event with us? Feel free to get in touch with Merete or Lisa.

Let's make Folkemødet 2024 a memorable week of talks, politics, networking, and fun.

Director and Partner, Agendas & Stakeholders 

For more than a decade, Folkemødet has been a gathering spot for decision-makers, politicians, opinion leaders, journalists, businesses, and citizens to engage in discussions and democratic exchanges. And for just as long, Advice has been a proud partner.

Join us at Folkemødet 2024

Ralf has been with Advice since…forever. Today he is a partner and part of the executive team heading up the agency’s business development and commercial activities.

With more than 20 years of strategy-, branding-, creative concept development- and marketing experience, Ralf’s expertise is in leading large-scale branding processes in complex organizations.

Ralf has created a strong impact for brands like Lunar, Ørsted, Turner Broadcasting, Novo Nordisk, Nilfisk, Nestlé, and MuteBox. Ralf is also a popular opinion leader and speaker within the field of branding, purpose, and storytelling.

As a happy father of four and a Star Wars geek, Ralf’s greatest branding triumph was to convince his wife to name their first son Luke. This makes Ralf… yeah, you guessed it.

CCO & Partner

Ralf Lodberg

Contact Ralf if you consider becoming a client or business partner.

I can fully understand why many business leaders may be perplexed. The discourse on ESG communication has veered towards two misunderstood extremes. On the one hand, we hear of CEOs caught in a quandary between values and business, given the rising expectations that companies should have a stance on various matters. Hence, ESG objectives must be given equal weight to profitability goals.

On the flip side, there's a sentiment that businesses should dial back on value-driven communication and revert to the "old virtues" of focusing primarily on their core operations. Some even question whether the very ideal of businesses being value-driven is declining.

However, the entire debate seems misguided. In today's context, profit and social responsibility are not opposites but two sides of the same coin. Thus, it's counterproductive to view value communication as a black-and-white predicament. While it's true that championing specific values may have financial implications, neglecting them can prove even more costly, as evidenced by the Chr. Hansen case.

Should companies simply adhere to ESG standards without talking about it? Of course not.

Companies must evolve with the times; passivity is a losing strategy. The issue arises when actions are superficial. Many businesses, perhaps lazily, jump onto popular bandwagons (e.g., Pride) without deeper contemplation. However, the values you communicate bind you, and a purely communicative strategy is often doomed to fail.

Consequently, businesses need to realize that they can't always seek applause. Not all ESG endeavors should be made into marketing campaigns or be integrated into branding. And this is where many get confused or simply lack strategic focus.

Missteps occur when companies base their value communication on agendas distant from their core business, ones they ultimately can't support when challenges arise. However, when you whole heartedly embrace causes closely aligned with your operations, you're not just compliant; you can genuinely build your business around them, gaining substantial influence in the process.

For instance, it's coherent for the crayon brand Crayola to actively support children's learning through creativity, Nike to fund projects enhancing community sports, and the skincare brand Dove to challenge beauty standards, virtually becoming synonymous with 'real beauty.' This close alignment with core values makes sense. But can companies then ignore major issues like climate change and diversity that automatically impose responsibilities, whether they like it or not?

No. But it boils down to marketing vs. substance. For example, Novo Nordisk has dodged criticisms in animal testing and climate change by meticulously showcasing data-driven improvements without resorting to fleeting Facebook campaigns.

The clothing brand Ganni serves as another good example. They admit that the fashion industry can never be fully sustainable, but they do everything possible to minimize its impact. This transparency stands out, as opposed to brands throwing money at "sustainable fashion" campaigns that ring hollow. There are countless self-congratulatory "woke" campaigns that practically invite criticism.

The term "wokeism" has already been coined as a derogatory phrase, which irks me, for its essence merely suggests that we need to "wake up."

If business leaders don't recognize what's at stake in current times, they're undoubtedly asleep at the wheel. It's never been free to have an opinion, but it can be costlier not to. It's become even more crucial for companies to know precisely what they stand for and what they don't.

So, no, there won't be a value-driven retreat for businesses. ESG is here to stay, both in practice and communication. However, companies must get better at discerning which initiatives they undertake behind the scenes without seeking recognition and which ones they integrate outwardly into their brand - and genuinely stand by them.

Want to learn more about wokeism and the ESG debate? Read Ralf Lodberg's article in 

Values versus profit. The recent discussions on ESG communication have drawn lines in the sand and polarized opinions. However, the real solution lies in the nuances.

Opinion: The ESG Debate Lacks Nuance and Misses a Crucial Point

To lead the Branding & Marketing business, Advice has found a duo that complements each other perfectly. Sara brings a background in Advice's advisory DNA, business understanding, and strong client management. Morten brings extensive experience in combining business, brands, and tech. Morten Hershøj will be responsible for the business area and strategy, thus becoming a part of Advice's corporate leadership group.

"Advice holds a strong position in the market. We have a solid business and great clients, and particularly in recent years, we've successfully translated the unique Advice advisory DNA into strong creative solutions. Now it's time to take the next step, where we need to be even stronger in our advisory role - while also succeeding in integrating our solutions with Advice's other two core business areas, Agenda and Tech," says Morten Hershøj.

"All brands, in addition to strong creative communication, must identify the agendas they want to drive and own in their market. All brands are, in one way or another, involved in tech developments, which are critical for future business foundations. We see this integrated Advice approach as unique in the market," adds Sara Engelhardt.

The current director, Rikke Østergaard, is stepping down. Besides working at Advice, Rikke has over the past five yearsproduced the podcast "Karrierekvinder," authored the book "Den utålmodige feminist," and delivered talks around the country on gender equality alongside her partner Naja Lind Rasmussen. She will now work full-time on building her company, developing content that promotes gender equality in Denmark, including more podcasts, books, talks, events, and advisory services.

Two experienced Advisors will now shape the direction of Advice's Branding & Marketing business area: Sara Engelhardt, with 14 years of experience at Advice, and Morten Hershøj, who brings a background as CEO at Another and various other agencies and companies over the past 20 years. The former director, Rikke Østergaard, is embarking on new ventures with her company.  

New Leadership in Advice's Largest Business Area  

Welcome to the team Ditte. Please share a bit about your vision, as our new Head of Sustainability.

Certainly. The sustainability landscape is currently evolving at a rapid pace. With many European companies soon falling under new sustainability regulations, the initial reaction for many will be to view these changes as merely added reporting and compliance burdens.

However, my vision is for us to serve as trusted advisors helping these companies and organizations transform these regulatory demands into positive strategic opportunities — enhancing their company's purpose, brand, and business development.

What do you see as the most pressing sustainability challenges businesses face today?

Undeniably, many businesses are grappling with the upcoming regulatory requirements. The specifics of these regulations differ based on the company's nature, whether they're listed or not, and their size. Still, they entail comprehensive reporting on sustainability goals and, for instance, climate emissions. Many companies will undoubtedly find this challenging, but it is also an opportunity to get a more precise overview of a company's or organization's strengths and weaknesses within sustainability and its potential to make a positive difference in society.

Additionally, I firmly believe that the ability to leverage and articulate this potential will be crucial for companies’ competitiveness going forward. In our advisory role, we can support companies and organizations in becoming compliant but, equally important, also help them transform their sustainability efforts into strategic advantages that strengthen their brand and business.

With your background in media science and communication, how did your journey lead you to work within sustainability and technology?

For over a decade, I served as a communications and public affairs advisor when the CSR concept emerged. As I delved into CSR via communications advisory, I found it an area I was deeply passionate about and wanted to explore. Subsequently, an opportunity arose in one of Denmark's largest and most trusted IT companies, which perfectly aligned with my competencies, so that's how I transitioned into focusing on sustainability in the IT and technology sector.

In your opinion, how can technology be leveraged to address sustainability challenges?

Having devoted many years to the ICT sector, I might be a tad biased. Nonetheless, I believe technology to be pivotal, particularly for the green transition. Our collective goal in society should be to reduce our negative environmental and societal impact, and since most people aren't eager to revert to pre-industrial revolution lifestyles, the smart path forward is intrinsically tied to technological advancements and digitalization.

What aspects of working with sustainability do you find the most challenging - and rewarding?

The key driver for me is the possibility of making a positive difference in society and helping clients create a genuine impact. Frankly, cultural and mindset shifts pose the most significant challenges — not just for sustainability professionals like myself but for society at large. Hence, why it is important that sustainability is not only regarded as a compliance matter.

As you begin your journey at Advice, what excites you the most about your role? Any specific projects or challenges?

Above all, I eagerly anticipate collaborating with an array of fantastic colleagues and drawing inspiration from the diverse expertise within the agency. I'm particularly enthusiastic about leveraging these talents to advance our clients' sustainability agendas.

About Ditte Haugaard Clausen, Head of Sustainability

Specializes in Sustainability Advisory, focusing on Public Affairs, Stakeholder Management, and Communication.

Crafted KMD's sustainability strategy, providing strategic counsel on sustainability challenges and spearheaded KMD's leadership in sustainable IT.

Public Affairs & PR Advisor, Holm Kommunikation:

 Boasts over a decade of experience, specializing in public affairs and public relations with an emphasis on the healthcare, energy, and transport sectors.

Holds an MA in Media Science from the University of Copenhagen.

For further insights into our perspective on sustainability and our approach to assisting companies and organizations with their sustainability efforts, please feel free to contact 

Have you read our Sustainability Barometer?

Advice's Sustainability Barometer 2022/2023 sheds light on digitalization's current sustainability challenges and opportunities. 

We're excited to introduce Ditte Haugaard Clausen as our new Head of Sustainability. At Advice, we recognize the critical importance of sustainability for both society and business – and with Ditte's expertise now part of our team, we have undoubtedly taken a big leap forward in our mission to help shape a more sustainable future alongside our clients and partners.   

Interview: Introducing Ditte Haugaard Clausen as Head of Sustainability 

Sustainability is a topic that fills the media, conversations among Danes, and consumer choices. However, few people know the extent their digital behavior impacts others and the planet, and very few discuss how digitization can bring benefits. This is revealed by the Advice Sustainability Barometer, which in 2022 gauged the Danish perspective on sustainability and digitization.

Advice and Dansk Erhverv view digitization as one of the keys to addressing significant societal challenges, including demographic changes, a new world order, our strained welfare system, and, not least, the climate and biodiversity crises.

Therefore, it is surprising that digitization was largely absent as a theme in the Danish election campaign. Politicians must work towards solving big societal challenges, and digital technologies can be an essential tool in this regard. Therefore, politicians should be more concerned with how digital potential can contribute to a more sustainable society.

51% of Danes are convinced their use of digital technologies affects society, but they need help to fully grasp how and to what extent their choices impact society.

The numbers emphasize the need for Danish politicians to take ownership of the digital agenda, and a need to strengthen the technology debate across the population. Therefore, we encourage more citizens and businesses to engage in the technology debate. At the same time, we have high expectations for the Minister of Digitization and the new committee for digitization, as they have a unique opportunity to strengthen responsible digitization.

There was once talk of digital technologies being "weightless." This is true in the sense that a person with a good idea and a laptop can reach a large part of the world with a message or a solution. But digital technologies are not weightless in an environmental sense because the internet runs on electricity, which comes with its own impact. 69% of Danes agree that technological innovation is essential for the green transition, but an eye-opening 83% have difficulty understanding the precise connection.

It's not surprising, even for professionals, how difficult it is to calculate the CO2 impact of watching an episode of our favourite series because it depends on factors such as the location of the data center, the time of day, and whether the wind is blowing. Danish companies are demanding more transparency regarding the carbon footprint of their cloud providers, so they can make informed decisions in a competitive market, and the cloud providers must provide this information. We need to understand the connection between digitization, its climate impacts, and the green transition. Public-private partnerships are needed to ensure greater transparency about our consumption. 

"We can only succeed with a sustainable transition if we accept the impact digitization has on its development."

Streaming is an example where we require a better overview of CO2 consumption and underlying cloud services. Therefore, Dansk Erhverv has initiated a series of workshops with digital media companies, TDC NET (which handles a large part of the distribution infrastructure), and tech companies, such as Microsoft, AWS, and Google, who provide cloud services.

More clarity and standard measurement methods are needed, and soon, common EU standards for calculating emissions from data centers will be established. This will make it easier for companies to develop climate accounts and make their purchases of cloud and network services sustainable.

Several companies are, for example, working on using artificial intelligence to use resources more intelligently and thus reduce society's carbon footprint. This includes road traffic management and intelligent control of electricity consumption when charging electric cars or keeping the refrigeration aisle cold in supermarkets. These are all significant steps in the green transition, and digitization is crucial for taking these steps.

Half of Danes believe that digital development benefits society's growth and working conditions, but at the same time, 62% express concerns about their privacy, which they think worsens due to digitization.

These 62% should draw the attention of leaders because our society relies heavily on trust between citizens, businesses, and authorities. We must protect and strengthen that trust, ensuring that citizens are included in the digitization process. Denmark's new Minister for Digitization and Gender Equality, Marie Bjerre (V), has also expressed her agreement on this matter. Important collaborations lie ahead in the coming years, aimed at ensuring citizens' digital knowledge and skills, as well as equal access to public services.

We can only succeed with a sustainable transition if we accept the impact digitization has on development. It is essential to demand long-term responsibility. We believe that we should turn major challenges into huge advantages, thereby making Denmark a pioneer in responsible digitization. This entails prioritizing safe and responsible use of data and ensuring that the ambition for digitization does not stop at efficiency and cost savings but also encompasses innovation and the creation of quality and new value for the benefit of citizens, society, and the planet.

Together, this can create a prosperous, fair, secure, and environmentally sustainable society. It can establish a position that is beneficial for the economy, the planet, and democracy.

This article was originally published at 

Few people are aware their digital behavior affects others and the planet. There is a need for political ownership in addressing this issue.

Opinion: The connection between Digitization, Its Climate Impacts, and the Green Transition  

A constant curiosity drives Mille to pursue good insight, relevant stories, and intelligent communication that can move business, behavior, and attitudes. Her experience as a brand strategist gives her a solid foundation for advising customers across industries and sectors across the house.

So she is even more enthusiastic when the challenge is complex and requires a well-planned, cohesive solution that relies on all her skills and allows us to work seamlessly across channels and platforms from strategy development to execution.

Mille has been in Advice since 2010. In addition to loving our morning song every Monday, she is passionate about protecting Advice's strong culture and professional DNA. For colleagues, customers, and partners.

Prior to joining Advice, Mille was the Head of Communications at the start-up company MYC4, which introduced her to many enterprising African traders. Her previous experience includes working as a communications adviser for Kragelund Communication in Århus. Mille also teaches branding and campaigns at the School of Journalism.

CEO & Partner 

Mille Klink

"As part of our culture and strategy, it is significant for us to be a dynamically partner-driven company. We believe that sharing ownership among a broad group of key employees is the most effective tool to ensure that Advice remains in constant development in an ever-changing world," explains Mille Klink, CEO of Advice.

"Therefore, I am incredibly pleased that we have recently taken a significant step in fulfilling our desire for active partners with the expansion of the partner group by seven strong colleagues," she continues.

The seven new partners are Merete Arentoft (Partner &Executive Director, Agendas & Stakeholders), Anders Lunde Røge (Partner &Director of Film Production), Rikke Østergaard (Partner &Executive Director, Branding & Marketing), Ulla Langeland Elk (CFO & Partner), Sara Engelhardt (Partner &Director, Branding & Marketing), Anna Louise Henrichsen (Partner &Director, Public Affairs & Sustainability), and Mark Mikael Müller (Partner &Creative Director).

Though Advice now has 18 owners, the agencyonce had sole ownership,founded in 1991 by Jesper Højbjerg Christensen. In 2007, Jesper initiated a generational shift. He brought in three new partners, who, at the time, laid the foundation and principles for the ownership model that has contributed to Advice's growth and success over the years.

"We are a people business, and therefore, the value should also go to those who take long-term responsibility for developing the company. A broad and active partner group is not only attractive for partners; it impacts everyone when those who ultimately make the major decisions are part of everyday life. They have a deep understanding of the business, the culture, colleagues, and customers. They comprehend why things go up and sometimes go down. They have invested their own money in the project. Hence they fight for the value of their investment and their workplace. This leads to greater and more long-term dedication and a more holistic view of the company," says Espen Højlund, who was involved in designing the current partner program when he became a partner in 2007, subsequently serving as CEO for 13 years and now as a strategic director and board member.

Access pertains to both value creation and values as Advice grows and takes new strategic steps. There is essentially nomaximum limit on the number of partners.

"The admission ticket to becoming a partner is contributing critical value to the company in terms of sales and business development, leadership, or professional expertise. However, the most important aspect is that the owners share fundamental values and perspectives on Advice's development, allowing us to stand as a strong collective behind important strategic decisions," adds Espen Højlund.

Advice has put a lot of effort into both the partner program's soft and complex aspects to ensure it is balanced and provides the desired value to the entire company.

"Our experience is that for a partnership to be valuable, careful consideration must be given to the incentives and stimuli it creates. Therefore, we have a highly structured partner program that ensures the partnership is financially substantial enough to matter while also being financially accessible. It should be easy to admit and bid farewell to owners, and everyone should know what to expect when buying and selling. Most importantly, partnership should providereal strategic influence without impeding daily management agility," concludes Mille Klink.

Dynamic and active partnership is one of the key factors behind Advice's long-standing and solid growth, according to CEO Mille Klink. The agency is now expanding its group of partners with seven key employees who play a central role in achieving ambitious goals in strategy, branding, technology, and sustainability. Advice is now headed by 18 partners, an unusual structure in the industry, but a crucial foundation for the company's long-term development, says the CEO.

Advice Expands its Group of Partners with Seven Key Employees

For over a decade, Folkemødet has been a gathering place for decision-makers, politicians, opinion leaders, journalists, businesses, and citizens to engage in societal debates, democratic conversations, and dialogues. And for just as long, Advice has been a proud content partner.

In 2023, we're excited to be back at Folkemødet, with a prime location in the heart of the action at Kirkegade 2, Allinge. At our venue, we will co-host fun, inspiring, and interesting events with friends and partners. You are also welcome to swing by any other time for a quick coffee.

Take a look at our program for this year's Folkemøde:

 Visit our test tent and get your cholesterol level tested when Amgen and Novartis Danmark draw attention to the 30.000 Danes who have inherited high cholesterol levels.

 Listen in on a fireside chat about the future of cancer policy and the upcoming fifth cancer package with Jesper Fisker, Søren Gade, and Anders Kühnau. The conversation is hosted by Bristol Myers Squibb, Janssen Danmark, MSD Danmark, Novartis Danmark, and Roche Danmark.

 Join us in the kitchen when celebrity chef Jesper Vollmer and Minister for the Interior and Health Sophie Løhde get cooking while discussing how we can help Danes that are born with a much higher risk of stroke and heart attack.

Sign up for an enlightening and tasty afternoon

Looking for more passionate debates at Folkemødet? Our director in Branding & Marketing, Rikke Kristine Østergaard, also hosting the podcast 'Karrierekvinder,' will partake in a discussion on gender diversity hosted by DI - Dansk Industri. Alongside former prime minister Helle Thorning-Schmidt and many others, they will discuss how to increase gender diversity and the challenges we encounter on the path to greater inclusion. (

THURSDAY 14.45 - 15.30 at DI Hjørnet, F34

Do you have any questions regarding our presence at Folkemødet? Feel free to reach out to Merete Arentoft or Lisa Gundsø.


Director, Agendas & Stakeholders
+45 25 57 21 13
Merete.a@adviceagency.com


Senior Advisor
+45 60 24 47 09
Lisa.g@adviceagency.com

Join us at Folkemødet

Hjerteforeningen needed a commercial transformation to enhance their fundraising operations and develop a digital ecosystem. Thomas Knudsen, engagement director of the NGO, has observed a significant shift among their target audience regarding expectations and preferences for engagement, membership, donations, and digital convenience. As such, Hjerteforeningen sought a partner who could offer a fresh perspective and ignite a passion for their cause in more Danes.

Following a thorough selection process earlier this year, Hjerteforeningen chose Advice as their partner. CCO & Partner at Advice, Ralf Lodberg, expressed his excitement for the project, stating: “It is easy to see the great purpose and potential of Hjerteforeningen. The process has already started with our ambitious team, and it looks really promising. It is thrilling and a little nerve-wracking to work out how to create the magic the heart deserves.”

Since 1962, Hjerteforeningen has played a vital role in positioning Denmark as a frontrunner in heart disease research. Their relentless efforts benefit the 524,000 Danes living with heart disease. They provide education through first aid courses, increase the accessibility of defibrillators, and offer counseling and support to anyone affected by heart-related conditions.

Hjerteforeningen have chosen Advice to help revitalize their brand. We are honored and excited to support this amazing project which strives to generate awareness and encourage more people to support their cause – liberating lives from heart disease.

Hjerteforeningen – a heartfelt collaboration

Anna specializes in Public Affairs, Stakeholder Management, PR, Communication, and Agenda Setting. She combines business understanding with a broad insight into politics. Anna is a sharp intermediary who can translate complex issues into strategy and easily understandable messages.

Anna has worked closely with several of the largest Danish companies and business organizations, especially in climate and energy policy, construction policy, business policy, foreign policy, tax policy, and research and education policy, etc. She has a broad political network in Christiansborg, Brussels, and Washington.

Anna came to Advice from a position as Public Affairs Director in Danfoss, where she has advised Danfoss' management in connection with the World Economic Forum in Davos, climate summit, election campaigns, business promotion, and new energy policy in Denmark, the EU and globally. She has previously been a climate and energy adviser at the Danish Embassy in Washington, worked at the public-private partnership organization State of Green, and been a researcher at Politiken. She is MSc from the University of Copenhagen.

Director & Partner, Public Affairs & Sustainability 

Anna Louise Henrichsen

In this year’s Sustainability Barometer, we focus on the topics of sustainable tech and digitalisation. Denmark is one of the most digitalised nations in the world, but the subject of sustainability and digitalisation combined is still vastly underexposed.

We need more knowledge and conversation on the subject to be able to measure and fully understand the impact of our digital lives.

With the launch of this year’s Sustainability Barometer, we hope to set the conversation in motion and contribute to the development of sustainable digital initiatives among businesses, brands and organisations.



Advice Sustainability Barometer 2022/23 is exclusively available digitally. You can download parts of the content, graphs and figures (free to use), but otherwise you need to read it online. Our tech-savvy digital team at 

 has ensured the reading experience should be top-notch, but let us know what you think when you’ve had the chance to dive in.

We hosted the launch event in collaboration with The Danish Chamber of Commerce and guests from KMD, TDC NET and Polypoly, who shared their insights and perspectives on the topics of sustainable tech and digitalization.


Ditte Haugaard Clausen, Lead Sustainability Officer, KMD
Peter Søndergaard Andersen, Head of Sustainability, TDC NET
Jon Lund, Head of the Danish branch, PolyPoly.

Digital technologies permeate all parts of our lives. But while the broader topic of sustainability has become part of the mainstream, digital sustainability is still under explored by policy makers and companies alike.  

With the launch of our Sustainability Barometer 2022/23, we set out to change that. More attention must be given to digital technologies, and how they can contribute positively to our common future, both socially and environmentally. 

Advice Sustainability Barometer 2022/23 

Jesper creates digital strategies and advises management in digital development. He draws on his many years of experience in user-driven design, organizational development, and technical understanding in his work. He takes pride in creating business-critical digital changes that are easily communicated across the company and audiences. With great empathy for the reality of organizations, he also acts as a speaker and facilitator in change processes.

Jesper has been in Advice since 2007. Both as CEO of Advice Digital and now director of the Digital Business Area in Advice.

He is an MSc. in Media Studies and Multimedia from Aarhus University & the University of Texas in Austin.

When AGF plays in Copenhagen, Jesper is always in the stands, cheering for ‘the boys in white’ - or in Danish, ‘De hviii’e’.

Managing Director & Partner, Forte Advice

Jesper Nørding Pedersen

Jesper is the managing director of Forte Advice. Get in touch, if you are in need of new digital services. 

With its more than 275 digital architects, developers and UX designers across Oslo, Krakow, Berlin and Copenhagen our new shared company Forte Advice is from day one a digital powerhouse and fully integrated supplier of technology, design and strategic consulting. Forte Advice is a new company with 50/50 ownership between Advice and Forte Digital, and with shared ambitions to offer even stronger and deeper competences and solutions to clients across some of Denmark's largest brands, organisations and government agencies.

Forte Digital is a Norwegian growth comet with an impressive story growing from zero to more than 250 employees in Oslo, Krakow, and Berlin in just five years. Forte Digital was founded in 2017 by a group of skilled IT professionals with an ambition to do things differently – creating less complicated solutions, with the business and the user experience at the centre.

"We see huge potential in moving into the Danish market, where our experience from Norwegian clients can be used in growing and scaling the business and potential of Danish companies. Therefore, we have been looking for a partner with an established, healthy digital business in order to be able to jointly pursue that potential. Advice is one of the most reputable and strongly positioned agencies on the Danish market with a large overlap in the customer types we are used to working with," shares John Kårikstad, CEO and co-founder of Forte Digital.

We turbocharge our offering on technology

"At Advice, we already have a strong position and a digital business with great potential. By joining forces with Forte Digital, who have a unique approach and some of Europe’s most skilled specialists and developers, we expand our existing business within strategy, UX, and development even further," says our CEO Mille Klink, adding:

"More and more communication takes place in our customers' own digital ecosystems. Therefore, it is essential to gain a deep understanding of data and technology. Through Forte Advice, we can raise the bar and create even more solid, long-lasting, and sustainable digital solutions that contribute positively to our customers' business and deliver on 

Jesper Nørding Pedersen, Director of Advice's tech division, is to be the Managing Director of Forte Advice, and CEO at Forte Digital, John Kårikstad, will act as Chairman of the Board.

We have made a big move to boost our tech ambitions. As of September 14, our tech division joins forces with Norway’s most successful and fast-growing consultancy within digital strategy, design, and development, Forte Digital.

Welcome new digital power

As an industry, we must go into that conversation with curiosity and find new ways to actively contribute to the sustainable transition. Not only within climate, although that is the most urgent agenda, but within the entire sustainability aspect i.e., the UN's 17 SDGs. 

Therefore, we must ask ourselves a very fundamental question; how can we contribute now and in the future?

I want to share four dimensions that help operationalize our own work with sustainability at Advice. Because I genuinely believe that as an industry, we need to share knowledge in this field, where (let's be honest) we're all happy amateurs.

This is where we look at ourselves as a company: What are our 

, how do we buy goods and sort waste, how do we transport ourselves, where are we in terms of diversity, and what certifications do we have?

The industry can do a lot, and we must remember that an agency is a company on a par with all others, and we have a responsibility for our own footprint.

This is about which customers we work for and within which projects. For example, by using a screening systemand client-disclosure reports (as the IPCC suggests).

But it's not just about saying yes and no. It is also about how we influence our customers – which methods we use to help and nudge them to make sustainable choices.

For instance, how we train our employees, which tools we use and how creative we are in terms of developing concepts that shift attitudes and actions towards more sustainable action among our customers' customers; consumers or citizens.

And finally, it is a question of being able to document our positive or negative imprint. The latter is difficult, and at Advice,we certainly haven’t crossed the finish line yet. But it shouldn’t be an obstacle for getting started in the first place.

If we have control over dimension 1 and 2, then we can move on and create sustainable contributions ourselves.

This can be through free analyses, small pieces of technology or completely new business models, which are intended to be sustainable from the beginning and help reach one or more of the world goals.

At Advice, for example, we were one of the first agencies to create a free 

, which measures Danes' attitudes towards sustainability every year.

, which conveys the valid and hard-to-find health information in new, online formats.

But there are plenty of other good examples out there.

Many in the creative industry have made various efforts with NGOs to support them during the war. It is an easy and efficient way to contribute as an agency. But it must not beat the expense of categories 1-3. If anyone, agencies must indeed be experts in avoiding greenwashing, pinkwashing, rainbowwashing, etc. But the world needs more philanthropy, so this dimension is certainly relevant.

This content is a sneak peek of a column written by our CCO & Partner Ralf Lodberg in Dansk Markedsføring. You can read 

Debates at the Danish democracy festival Folkemødet and most recently the debate in Dansk Markedsføring about Greenpeace's proposal to legislate against advertising and sponsorship from the most climate-damaging industries show that the conversation about sustainability has truly entered the creative industry. 

4 tips on how to make your agency more sustainable 

We are in the midst of a climate crisis, which calls for all responsible people and companies to stand up. For too long, the creative industry – and the consulting industry as a whole – has been hiding behind their customers with the narrative “we are not a real company, we’re just helping other companies”. But not only is the creative industry huge worldwide, it also helps develop solutions that shift attitudes and create actions - and in many cases, also sales.

Therefore, it is time for the consulting industry to pull itself together and take on as much social responsibility as it advises the clients to do. And we literally don’t have any time to waste.

This content is a sneak peek of a column written by our CCO & Partner Ralf Lodberg. 

In an ad from the tobacco brand Camel in the late 40s, a doctor praises cigarettes for working well against tickly coughs in the throat’s so-called t-zone. Today, this ad seems absurd. But I believe future generations will perceive today’s advertisements for online casinos, energy drinks, diesel cars and quick loans in the exact same way some years from now.

Debate: The consulting industry must wake up and take responsibility in the green transition 

And now you might be thinking; what is microcopy?! Overall, microcopy refers to the smallest pieces of text on a page. It can be anything from button labels to link copies and input fields. Although these copies don’t seem like much, you shouldn’t underestimate their impact.

Microcopy has a huge impact on the overall user experience and it’s something you can’t overlook when talking about digital platforms. Think about the last time you logged in to Netflix, and the text fields and buttons you encountered along the way, such as ‘Play’, ‘More info’ or maybe even an error message. We constantly encounter these small pieces of microcopy. Therefore, we also owe it to the users to pay attention to them. 

We must take responsibility and focus on the discipline of UX writing. This requires a definition, where I allow myself to borrow the words of Lisa Sanchez:

“UX writing is the practice of designing the words people see and hear when they interact with software. It's about designing the conversation between a product and its user.”

Personally, I’d like to say that UX writing is very similar to copywriting, as many of the same principles are repeated: clarity, consistency, precision, context and of course voice and tone. But with UX writing, the interaction with the users might get a little bit more attention.

However, UX writing is not "just" about microcopy. It is just as much about the complete experience users get. The reason why this blog post is specifically about microcopy, is because it is a great place to start when we talk about UX writing. By focusing on microcopy, you can quickly raise the level of quality, and it’s thus a good starting point for working with UX writing at a higher level.

Now, it may be a little bit confusing where to start, so let me make it easy for you. Below, you will find Advice's starter pack for good microcopy within UX writing.

You are probably familiar with having some sort of checklist that you automatically follow when designing something. As a UX designer, I at least recognize having some kind of golden rule set that acts as my own checklist - a checklist that raises the quality of my work every time I tick a box.

At Advice, we currently have seven golden principles when it comes to microcopy within UX writing. Don’t pay too much attention to the specific number though, because we all get wiser over time, so the list will probably expand. However, it certainly does not change the validity of the principles, which in our opinion should be checked if you want to create a user-centric design.

First, you should define your microcopy voice. This means considering what you want the voice to sound and feel like, even in the smallest pieces of copy. So, how do you do that? Our advice is: dive into the organization's voice and tone.

The voice and tone define how you say things. How do you express the organization behind (voice), and how do you speak to your users (tone)? Therefore, in your voice and tone, you should ensure that your microcopy reflects the values of the organization as well as the feelings of your users in the situation.

Being consistent is about using the same words and phrases when referring to the same thing. It is thus about whether you create a consistent experience across your platform and pages.

However, I often find that we use different words for e.g. buttons that entice the same action, which confuses the users, perhaps even to such an extent that they don't achieve neither their own nor the company’s objectives. So, even if you think you have been consistent with your choice of words and phrases, then you should always doublecheck your microcopy. My guess is that you will be amazed how often you say the same thing with different words.

Tip! Put your button and link texts in a document and compare them to each other. Then edit.

#3 PRINCIPLE: CREATE MEANINGFUL LINKS AND BUTTONS

Do your users know what awaits them when they press a button or follow a link? It is your responsibility to prepare them. A responsibility you can only live up to by making sure you use the right verbs and phrases.

 is sharp when it comes to creating meaningful labels on buttons and link texts. By comparing two examples, he shows the effect of choosing verbs carefully and making it clear what to expect next.

Even though the copies above are somewhat similar, the comparison highlights how the exact choice of words defines how well you succeed in guiding the user. The same applies to the examples below:

So, be critical of which verbs and phrases you use. Ask yourself if there are other words that can help give users a better indication of what to expect when they click on the link and/or button.

#4 PRINCIPLE: MAKE THE COPY EASY TO DECODE

Once you have decided which verbs and phrases you want to use, you should make sure that it is written in present tense. This makes your text more active and alive, which is easier for users to decode.

Feel free to be brief, but still informative so it is clear what you want to say to the users or want them to do. But remember, it must not be too rigid either. After all, the users should not feel that you are simply giving commands.Do not sound too formal in your microcopy, but use simple everyday words that match the target group you want to reach. 

, with just the slightest change, you can make the copy more informal and thereby help users decode the button.

#5 PRINCIPLE: PUT YOURSELF IN THE USER’S SHOES

When users visit a website, it is often with a purpose. Perhaps they look for inspiration for buying a new sofa or for more information on which insurance company to choose. No matter what, the context helps determine the emotions users have in the situation.

These feelings must be addressed when writing your microcopy. Therefore, you must put yourself in the user’s shoes. It will help you write a more useful and informative copy that meets the target group at eye level.

In addition, your copy should always be open and inviting. Often, it is beneficial to communicate positive emotions as users will find the content more appealing. It will lead to a better experience even when error messages appear, which leads me on to the next principle.

You know what it feels like to be met with an error message. Remember that feeling and then think about how you can improve that user experience. Not that you can prevent users from getting error messages, but you can try to make it a less negative or maybe even a positive experience.

The art of writing digitally lies in what we call UX writing. A discipline where we use text to guide users on their customer journey, most often on digital platforms. In doing so, microcopy is extremely important.

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