Carl Fredrik Sammeli

Carl Fredrik Sammeli

Founder, Prime

Carl Fredrik Sammeli is the founder of Prime, the world’s most awarded PR agency by Cannes Lions in the period 2010-2013. He has over 20 years of experience within entrepreneurship, business development, sales, strategy, marketing and communication including crisis management. He works with all industries but is specialized within B2B industries, in particular professional services.

His primary clients at Weber Shandwick include leading multinational companies such as Ericsson, globally prominent NGO:s like Save the Children and a number of the leading professional service firms within business law and technology.

Prior to joining Weber Shandwick, Carl Fredrik founded and on many occasions chaired a number of Sweden’s most lauded companies within advertising, event and digital communication. He joined MTG, a leading international entertainment group with channels in over 130 countries, in 1998 as Head of Corporate Communication, being the youngest person ever at the time to have been appointed to such a senior position within a publicly listed company in Sweden.

Responsible for media and crisis management in the national Swedish referendum campaigns “Yes to the Euro” (2002-2003) and “Yes to Europe” (1993-1994), Carl Fredrik’s contributions were critical to the pro-EU side victory (52.3% of the votes) and Sweden entering the European Union on January 1st 1995.

Carl Fredrik is a former board member of several noted philanthropic organizations and was part of the industry committee that laid out the Stockholm Charter, hence adopted by the International Communications Consultancy Organization (ICCO), which now serves as a global code of conduct for the PR industry.

The magazine Fokus, the largest politically independent journal in Sweden summarizing and explaining the most important weekly happenings in depth, ranked Carl Fredrik as the 85th most politically influential person in Sweden in 2014. Carl Fredrik is regularly invited to hold lectures and contribute with articles to academic publications. Topics focus on leading-edge communication, entrepreneurship and organizational leadership. Carl Fredrik’s contributions are actively sought out by some of Sweden’s top universities, including the Stockholm School of Economics, the Gothenburg School of Economics and Uppsala University’s Department of Business Studies. Since 2012 Carl Fredrik lives with his family in Cape Town, South Africa.

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