Alexandra Sundqvist appointed as Head of Digital Transformation
10.3.2025
Alexandra, you strengthen our digital and international expertise at SEK. Can you tell us about your work background and about your specialisations?
My professional journey has taken me around the globe, working with several multinational companies, including Publicis Groupe, WPP as well as digital catalyst, Hyper Island. However, I was born and raised in Finland, starting my career in Scandinavia. Wanting to expand my horizons, I relocated to Australia, shifting trajectory from small digitally focused independent agencies to global players.
I’ve now returned to my home-turf and could not think of a better agency to be part of than SEK. As the iconic brand building powerhouse turns 90, it has not lost the passion for innovative and progressive thinking, which I believe will keep the agency on the forefront of the industry not only in Finland, but internationally.
What do you think has been the biggest change in the field during your career?
Technological advancements. Even though rapid back in the early 2000s, the acceleration has been tremendous and keeping up with these changes is a significant shift in itself. From the advent of smartphones in the 1990s to the rise of cloud computing and artificial intelligence, each innovation has dramatically impacted and improved efficiency in our society. It's this combination. Therefore, it's not just one specific area, but rather a fusion of when curiosity, disruption, innovation and technology that has led to the biggest change.
What hasn't changed in your opinion?
Humans. It’s that simple. The one constant in the whole equation. Even though we're moving into a space where we are introduced with innovation on a daily basis, the human still plays a role, as a leader, facilitator and consumer. After all, services and products are mostly developed for humans, by humans.
What role does digital development and AI play in SEK at the moment?
Technology plays a role with everything we do, however for me it's more about how we use it, for what purpose and in what sense. The passion for innovation is present in every conversation, however we still apply a critical lens in assessing the value of what we are doing. We simply can’t run at everything simultaneously.
What does your work involve? What are the things on your desk in the near future?
My role entails both thought-leadership and facilitation of internal process, as well as client engagements. As a facilitator, my role is to translate complex technological concepts into more digestible ones for our clients.
I oversee end-to-end digital projects and am always looking for gaps and opportunities for efficiency and long-term growth for SEK. This also entails taking part in exploring new ventures, such as developing our new AI services.
Is there anything else you would like to tell the readers?
With the drastic development speed we have seen for example with AI, it's crucial to approach technologies with strategy rather than rushing to adopt every new innovation. As any other responsible practitioner within our space, we consider legal and ethical implications, as well as implement necessary policies ensuring sensible and responsible use of any technological advancement.
Finally, in the midst of digital transformation, it's important not to lose sight of the human element. We must always prioritize the needs of the customer and the happiness of our employees. Though the journey of technological change is never-ending, we have to remain customer-centric and leverage technology to enhance this strategy.
Good luck with your work, Alexandra, we'll definitely hear more in the spring!
My professional journey has taken me around the globe, working with several multinational companies, including Publicis Groupe, WPP as well as digital catalyst, Hyper Island. However, I was born and raised in Finland, starting my career in Scandinavia. Wanting to expand my horizons, I relocated to Australia, shifting trajectory from small digitally focused independent agencies to global players.
I’ve now returned to my home-turf and could not think of a better agency to be part of than SEK. As the iconic brand building powerhouse turns 90, it has not lost the passion for innovative and progressive thinking, which I believe will keep the agency on the forefront of the industry not only in Finland, but internationally.
What do you think has been the biggest change in the field during your career?
Technological advancements. Even though rapid back in the early 2000s, the acceleration has been tremendous and keeping up with these changes is a significant shift in itself. From the advent of smartphones in the 1990s to the rise of cloud computing and artificial intelligence, each innovation has dramatically impacted and improved efficiency in our society. It's this combination. Therefore, it's not just one specific area, but rather a fusion of when curiosity, disruption, innovation and technology that has led to the biggest change.
What hasn't changed in your opinion?
Humans. It’s that simple. The one constant in the whole equation. Even though we're moving into a space where we are introduced with innovation on a daily basis, the human still plays a role, as a leader, facilitator and consumer. After all, services and products are mostly developed for humans, by humans.
What role does digital development and AI play in SEK at the moment?
Technology plays a role with everything we do, however for me it's more about how we use it, for what purpose and in what sense. The passion for innovation is present in every conversation, however we still apply a critical lens in assessing the value of what we are doing. We simply can’t run at everything simultaneously.
What does your work involve? What are the things on your desk in the near future?
My role entails both thought-leadership and facilitation of internal process, as well as client engagements. As a facilitator, my role is to translate complex technological concepts into more digestible ones for our clients.
I oversee end-to-end digital projects and am always looking for gaps and opportunities for efficiency and long-term growth for SEK. This also entails taking part in exploring new ventures, such as developing our new AI services.
Is there anything else you would like to tell the readers?
With the drastic development speed we have seen for example with AI, it's crucial to approach technologies with strategy rather than rushing to adopt every new innovation. As any other responsible practitioner within our space, we consider legal and ethical implications, as well as implement necessary policies ensuring sensible and responsible use of any technological advancement.
Finally, in the midst of digital transformation, it's important not to lose sight of the human element. We must always prioritize the needs of the customer and the happiness of our employees. Though the journey of technological change is never-ending, we have to remain customer-centric and leverage technology to enhance this strategy.
Good luck with your work, Alexandra, we'll definitely hear more in the spring!
Jaa
Creative Brand House