New agency group between Agency Spring, Spring Production and Zupa

New, strong agency group with a shared bottom line

Starting today, Zupa and Agency Spring will form a new, strong agency group where clients will benefit from the combination of size and specialist skills. The key words are strong business understanding, cutting-edge digital solutions, and efficient marketing production – all tied together by a solid focus on creativity.

The new agency constellation consists of Agency Spring, Zupa and Spring Production, and with its more than 200 employees – 110 of them in Denmark – it will be among the most significant in the Danish advertising industry.

“The combination of broad competencies and joint ownership gives us a series of competitive advantages”, says Peer Brændholt, Group CEO. He continues: “The advertising industry in Denmark and Scandinavia is developing rapidly, and the best solutions are at an increasingly high level – from strategy and creativity to production value. Our new initiative is driven by the ambition to be able to deliver at an even higher level together than we did before as separate entities. The new constellation will enable us to do that because we can offer our clients the combination of size and specialist skills”.

By joining forces, the agencies will have a stronger position in Copenhagen, and strong competencies will get to play a part across the units. At the same time, there will be new growth opportunities for Spring Production in both Vietnam and Denmark, and the agency group’s many international clients will benefit from an even stronger product.

Petter Pablo Sommerfelt-Venegas, who was CEO of Zupa until yesterday, will play a central and unifying role as Group Managing Director across the agency group’s advertising agencies and as interim MD for the Copenhagen office. “A key skill that determines your ability to deliver strong solutions for your clients, is the ability to see the bigger picture and be able to think and execute across channels. I think it will be hard to find agencies in the Nordic region that are as qualified as we are in that regard”

Petter Pablo is looking forward to combining digital competencies within UX, digital design, CMS, automation, and SoMe with classical advertising competencies within strategy, branding, art direction, and copywriting. The agency group will be a modern lead agency that can orchestrate all the competencies needed in the value chain and create the strongest possible offering to the client. “And everything we do will have business understanding and communication as its point of departure”, Petter Pablo adds.

Besides Petter Pablo Sommerfelt-Venegas, a series of employees will be dedicated to cross-unit collaboration. Mogens Kristensen will continue as Head of Ideation across all units. He says: “This constellation has been built on our joint ambition to raise the bar for our creative solutions and to create even better results for our clients. In the new agency group, our ability to combine creative and strategic competencies across professional boundaries will be strengthened, and that will enable us to deliver unique and cutting-edge solutions. It is our declared goal to invest further in our creative community and I am looking very much forward to the opportunities that lie ahead”.

Jens Bjørn Koustrup Nielsen will leave his position as Managing Director of Agency Spring Copenhagen in April. This is due to Jens Bjørn’s wish to try a new, exciting position elsewhere in the industry.

The partner group behind the new agency group is: Albert Funder, Peer Brændholt, Petter Pablo Sommerfelt-Venegas, Morten Eskildsen, Peter Enevoldsen, Michael Patterson, Mads Mikkelsen, Lars Bo Hansen, Jesper Hjortshøj, Jens Hjortshøj, Lone Kragh and Mogens Kristensen.

Cross-unit management in the agency group
Albert Funder will be Chairman of the Board
Peer Brændholt will be Group CEO
Lars Bo Hansen continues as Group Managing Director for Spring Production in both Denmark, Germany and Vietnam.
Petter Pablo Sommerfelt-Venegas will be new Group Managing Director for Agency Spring and Zupa in Aarhus, Copenhagen and Manchester. He will also be interim MD for the Copenhagen office.
Mogens Kristensen continues as Head of Ideation for Agency Spring and Zupa in Aarhus, Copenhagen and Manchester.

For more information, please contact:
Peer Brændholt: 61 28 55 00 /
Petter Pablo Sommerfelt-Venegas: 40 75 41 01 /
Albert Funder: 21 41 53 30 /

– Expected group contribution margin: DKK 110.000.000
– Number of employees: 220
–  Offices: Copenhagen, Aarhus, Bjerringbro, Manchester, Hamburg, Ho Chi Minh City
–  The new agency groups has clients such as: Novo Nordisk, LEGO, Grundfos, Astellas, UL, Jysk, Dansk Supermarked, OK Benzin, XL-BYG, Danske Bank, FOA, 3F, Aarhus and Horsens kommune, Danfoss, Hyundai, Radiometer and Sundhedsstyrelsen
–  The latest MyImage analysis rated ZUPA #2 in digital competencies and AGENCY SPRING #2 in business understanding. These are two of the competencies most highly valued by CMOs when choosing an agency.