Annual Report 2017

Letter from the CEO

Anne Årneby

Anne Årneby, CEO of Nordic Morning Group Plc.


Historically, Nordic Morning Group was made up of the parent company, Nordic Morning Plc, as well as six Finnish and six Swedish subsidiaries. Each group company had a specific market position and provided services that complemented each other.

New strategy work gets underway

On January 12, 2017, Anne Årneby joined as the new CEO. During Q1 2017, a strategy team was formed under her leadership. The team consists of 15 people, including the Managing Directors of each sister company and support functions. Together, they developed a new strategy that builds on the group’s history and culture of change and learning which already exists in the group’s DNA.

This mindset is reflected in the group’s common ‘Why’ and ‘How’ which influence the direction and guidelines for how all employees work.

Nordic Morning Group´s ‘Why’: making the world a better experience

Today it’s difficult to differentiate a company through a unique offering or product. A few companies in the world can say they have a unique offering or product, but the majority don´t.  

In the digitalized world, the power is with the customer. After all, alternatives to your product or service are just a click away. Customers’ expectations are increasing exponentially – arguably, at the same rate at which their loyalty is declining. There is no alternative for companies when it comes to differentiation – the experience their brand or service provides needs to be at the core of their business.

For the ones who succeed, the good experiences are shared and can build global brands faster than ever before.

This has created a demand for superior customer experiences. In today´s digital, connected world, the customer experience is at everyone’s fingertips – both in terms of being a part of it or commenting on it. This means that there is always an audience and always possibilities, or a risk, if you haven´t thought through your customer experience.

And this is the reason we believe in making the world a better experience. Today, more than before, every little detail counts. You need to align what you say and what you do at all levels, if you are to be successful.

That´s why our talent is our strongest asset and why each and every individual working at Nordic Morning Group is part of creating a better experience, every day, in every meeting and in every detail of our daily work.

Nordic Morning Group´s ‘How’: challenging established thinking and ways of working through people and technology

Our history goes all the way back to 1859, when we started printing stamps for the Russian Tsar. Finland was not an independent country at that time. Finland became independent in 1917 – 100 years ago. That’s when we started to print the first Finnish stamps. Communication has always played a very important role in society. And it still does.

We have developed over time and what we can follow from the industrial revolution to the present, is a red thread of always being at the forefront, challenging established thinking and ways of working through people and technology.

We have always had change and learning in our DNA, as an organization and in our culture. Otherwise we wouldn´t have been around for more than 160 years.

From a conglomerate to three business areas with clear offerings

We are on a change journey. Our client’s needs are changing due to the digital transformation that affects all industries, as well as society.

During the first half of 2017, the Nordic Morning Group began implementing its new strategy by dividing its operations into three new business areas. The Nordic Morning Group now consists of the following business areas: Nordic Morning, Edita Prima, and Edita Publishing.

The Nordic Morning business area consist of the following agency brands merged into one company: KliKKi, Countquest, Sitrus, Seed and Ottoboni. The management and steering structures have been simplified and the overhaul of our business operations continues.

The aim of our strategy work is to repackage our capabilities and services to better meet today’s client needs and the digital business environment of tomorrow. We have done this in close collaboration with our clients to deliver a superior customer experience, driving growth and customer loyalty.

Our business areas target three different markets:

• Data-driven marketing & service design to drive growth and customer loyalty
• Services for automated customer communication and sales support material
• Learning and problem solving using digital technology and content in new ways

That means that all three business areas within the group share our 'Why' and our 'How' but what each business area offers differs from a customer centric point of view:

• Nordic Morning – Driving growth & customer loyalty
• Edita Prima – Eliminating inefficiencies
• Edita Publishing – Smart learning

Financial statements bulletin 2017 (PDF)

Group companies

Parent company Nordic Morning Group Plc
Nordic Morning Group Sweden AB

Nordic Morning business area
Nordic Morning Finland Oy in Finland.
Nordic Morning Sweden AB, Ottoboni Sweden AB, Nordic Morning Data-Driven Content AB, Mods Graphic Studio AB and CountQuest Interactive AB in Sweden.

Edita Prima business area
Edita Prima Oy in Finland.

Edita Publishing business area
Edita Publishing Oy in Finland.

Key behaviors

Passion for Success

We have a positive attitude towards working smoothly and achieving targets. We take the initiative in development.

Openness and Sharing

We want to understand others, work together and be part of a team.

Curiosity to Learn and Innovate

We are curious. We want to learn to know things, people and challenges better. We also want to ask questions, question things and challenge the current ways of doing things and be open to new solutions.

Helping Customers Succeed

We want to serve customers and other stakeholders, and satisfy their needs. We focus our resources on understanding and satisfying customer needs.

Current values

A need for revisiting our values

We as Nordic Morning Group are on a change journey. We have accomplished a lot during 2017. We have created our common  Why and How for our 3 business areas; “We believe in making the world a better experience” and “We challenge established thinking and ways of working through people and technology”. To strengthen our Group further we are taking the next important step and have started working with revisiting our shared values for the whole group.

All employees impact Nordic Morning Group’s development and future success. Everyone has an important role in making the world a better experience. The things we value as individuals and as a company, is reflected in the way we work and communicate with clients, partners, stakeholders and each other.

The work with our values will be highly co-creative and involve all employees. We do that by combining web surveys, collaborative workshops and individual web tool guidance. The work will take place during spring/summer 2018.

Code of business ethics

Nordic Morning Group's Code of Business Ethics is based on our core values guiding our interactions with colleagues, customers, partners and other stakeholders. We expect also our partners to comply with it.

The Code of Business Ethics helps us conduct successful business operations and feel good at work.

Code of Business Ethics »

Business areas

Nordic Morning business area comprises Nordic Morning Finland Oy in Finland; Nordic Morning Sweden AB, Ottoboni Sweden AB, Nordic Morning Data-Driven Content AB, Mods Graphic Studio AB and CountQuest Interactive AB in Sweden.

Nordic Morning Finland, Nordic Morning Sweden, Ottoboni Sweden, Nordic Morning Data-Driven Content and CountQuest Interactive are specialized in data-driven marketing and digital service design to drive growth and customer love. Mods Graphic Studio is specialized in image retouching.

Edita Prima business area comprises only Edita Prima Oy in Finland, which is specialized in services for automated customer communication and sales support materials. 

Edita Publishing business area comprises only Edita Publishing Oy in Finland, which is specialized in smart learning and curated information services by using digital technology and content in new ways.

Read more about the business areas »