Compromise Kills Great Ideas – How to Create Brand Experiences That Get the World Talking
20.10.2025
When a challenger brand meets a creative team that sees the world from different angles, you can build something that breaks through the noise. Essi Orama, Suvi Lähde and Outi Helminen share what it takes to turn an idea into a global phenomenon.
Essi: Globally relevant ideas start with a spark – something fresh, socially charged and newsworthy. With over 100 creative minds at SEK, we build teams that spot cultural signals early, each from their own role’s angle – what looks niche today might be tomorrow’s mainstream.
Suvi: Yes, and to succeed, brands need to know who they are and own it, instead of trying to appeal to everyone. In a word, what you need is a challenger brand attitude. When Finnish brands aim to break internationally, they are always Davids going up against big-media-spend Goliaths. Even if you are a market leader at home, you cannot make it internationally without being bold enough to take a stand and stand out. Compromise kills buzz; clarity builds movements.
Outi: Also, it's important to look at the idea from every angle until it’s ready to fly. This takes courage and trust from the client. A good idea is nothing without bold execution. Global breakthroughs are only possible when we work as one team, with frictionless communication and collaboration.
Suvi: It's no coincidence when we identify emerging opportunities – the process is a core part of our strategic creativity. We use tools to spot trends that are bubbling under and relevant to our clients. Collaborating with our international agency network helps ideas take root not only in Finland but also in target markets around the world.
Essi: And to build on that, if after the strategic work you still need to over-explain an idea, it’s usually too narrow culturally or simply not strong enough. As previously mentioned, clarity is golden.
Suvi: It’s in our DNA. As part of GREY/WPP, we’re plugged into the network’s global creative tools and ways of working. We trade insights, ideas and co-create with international teams from our sister agencies. In practice, we often work on shared GREY briefs, crafting creative solutions for our local teams to bring to their clients.
Essi: And that's one of the most inspiring parts of the work. Everyone at SEK should have a genuine curiosity for what’s happening in the world and society, since it directly influences our work. It’s crucial to step out of your bubble and understand different realities. We’ve also made diversity a key strategic priority at SEK, because diverse viewpoints fuel creativity.
Outi: This long-term approach to international creativity hasn't gone unnoticed – even by global standards, we’re punching above our weight when it comes to building brands, planning concepts and creating campaigns for international markets. Many of our clients are Finnish brands that have operated globally from the start, and we’ve planned campaigns that have landed in international media and grown into viral movements.
Suvi: Instead of reacting to what’s happening in the world, I would love to see brand building strategies that help them foresee major shifts. That’s the key to creating real phenomena. For a brand, going abroad is not enough to go international. It's about being relevant on a global stage.
Essi: Keep 10% of your work purely experimental. It might not always lead to success, but sometimes you need to take risks. By experimenting, you can create something big that gets people’s attention.
Outi: Trust your vision and build the right team around you. You don’t always need massive budgets to go big – sometimes all it takes is a bold idea and smart execution through earned and social media.
Explore cases that got the world's attention:
Offline Island
Masterclass of Happiness
How can a brand turn into a topic of a worldwide conversation?
Essi: Globally relevant ideas start with a spark – something fresh, socially charged and newsworthy. With over 100 creative minds at SEK, we build teams that spot cultural signals early, each from their own role’s angle – what looks niche today might be tomorrow’s mainstream.
Suvi: Yes, and to succeed, brands need to know who they are and own it, instead of trying to appeal to everyone. In a word, what you need is a challenger brand attitude. When Finnish brands aim to break internationally, they are always Davids going up against big-media-spend Goliaths. Even if you are a market leader at home, you cannot make it internationally without being bold enough to take a stand and stand out. Compromise kills buzz; clarity builds movements.
Outi: Also, it's important to look at the idea from every angle until it’s ready to fly. This takes courage and trust from the client. A good idea is nothing without bold execution. Global breakthroughs are only possible when we work as one team, with frictionless communication and collaboration.
How can you recognize a theme that could spark international interest?
Suvi: It's no coincidence when we identify emerging opportunities – the process is a core part of our strategic creativity. We use tools to spot trends that are bubbling under and relevant to our clients. Collaborating with our international agency network helps ideas take root not only in Finland but also in target markets around the world.
Essi: And to build on that, if after the strategic work you still need to over-explain an idea, it’s usually too narrow culturally or simply not strong enough. As previously mentioned, clarity is golden.
What makes SEK an international agency?
Suvi: It’s in our DNA. As part of GREY/WPP, we’re plugged into the network’s global creative tools and ways of working. We trade insights, ideas and co-create with international teams from our sister agencies. In practice, we often work on shared GREY briefs, crafting creative solutions for our local teams to bring to their clients.
Essi: And that's one of the most inspiring parts of the work. Everyone at SEK should have a genuine curiosity for what’s happening in the world and society, since it directly influences our work. It’s crucial to step out of your bubble and understand different realities. We’ve also made diversity a key strategic priority at SEK, because diverse viewpoints fuel creativity.
Outi: This long-term approach to international creativity hasn't gone unnoticed – even by global standards, we’re punching above our weight when it comes to building brands, planning concepts and creating campaigns for international markets. Many of our clients are Finnish brands that have operated globally from the start, and we’ve planned campaigns that have landed in international media and grown into viral movements.
So, what’s your advice for brands chasing global fame?
Suvi: Instead of reacting to what’s happening in the world, I would love to see brand building strategies that help them foresee major shifts. That’s the key to creating real phenomena. For a brand, going abroad is not enough to go international. It's about being relevant on a global stage.
Essi: Keep 10% of your work purely experimental. It might not always lead to success, but sometimes you need to take risks. By experimenting, you can create something big that gets people’s attention.
Outi: Trust your vision and build the right team around you. You don’t always need massive budgets to go big – sometimes all it takes is a bold idea and smart execution through earned and social media.
Explore cases that got the world's attention:
Offline Island
Masterclass of Happiness
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