CFO-Approved Brand Advertising

An Ecom Leaders event by s360 and Google

Ecom Leaders: CFO-Approved Brand Advertising

Join us for a focused morning seminar in Stockholm, Sweden. Together with Google, we’ll be exploring how to deliver CFO-approved brand advertising.

Stalled growth? Budget cuts but higher targets? ROI pressure?

It’s a common scenario for many marketing leaders right now. We’ve seen many companies reach the “Performance Plateau,” and it usually comes down to the same old battle: Performance vs. Brand.

It’s time to break through. Join us for CFO-Approved Brand Advertising, an actionable seminar designed to help you align your strategy and find the right balance between short and long term objectives. We will focus on:

Bridging the CMO-CFO gap by speaking the language of financial impact.
Balancing the funnel so short-term performance and long-term brand building work together.
Unlocking creative as a scalable, powerful driver for sustainable growth.

Agenda

Delivering CFO-approved branding budgets: Most brands spend 90% of their budget chasing the 5% of customers who are ready to buy right now, while long-term brand-building often gets pushed aside. One key reason? A disconnect between how CMOs and CFOs think and talk about marketing. In this session, Erik Östberg, Managing Director at s360 Sweden, shares how to bridge that gap, explain the value of brand investment in CFO terms, and strike the right balance between performance and long-term growth.
Performance branding: Balancing short and long term: Striking the right balance between performance marketing and brand marketing remains a key challenge for CMOs. In this session, Erik Bolmstrand, Partner at s360 Sweden, shares how to allocate more budget to brand-building activities while proving their impact on both short-term results and long-term sustainable growth.
A Google perspective on why the importance of brand building will increase in the age of Agentic Shopping: Drawing on his background as a McDonald’s CMO, an agency founder, and his nine years at Google, Carl Wåreus – Head of Agencies and Partners – will share his perspectives on the importance of brand building and measurement of total marketing for business impact.
Creative is a performance superpower: Creative is one of the biggest drivers of performance but also one of the hardest parts to get right. To really work, your creative needs to fit the platform, the placement, and the audience. In this session, Karola Lango, Head of Social at s360 Sweden, shares the three most common challenges brands run into when working with creatives and how to solve them in a way that scales across channels without losing impact.

Speakers

Carl Wåreus, Head of Agencies & Partners, Google
Karola Lango, Head of Social, s360 Sweden
Erik Östberg, Managing Director, s360 Sweden
Erik Bolmstrand, Partner, s360 Sweden

PRACTICAL DETAILS

Date: Friday, May 8, 2026

Ecom Leaders: CFO-Approved Brand Advertising

Join us for a focused morning seminar in Stockholm, Sweden. Together with Google, we’ll be exploring how to deliver CFO-approved brand advertising.

Stalled growth? Budget cuts but higher targets? ROI pressure?

Bridging the CMO-CFO gap by speaking the language of financial impact.
Balancing the funnel so short-term performance and long-term brand building work together.
Unlocking creative as a scalable, powerful driver for sustainable growth.

Agenda

Delivering CFO-approved branding budgets: Most brands spend 90% of their budget chasing the 5% of customers who are ready to buy right now, while long-term brand-building often gets pushed aside. One key reason? A disconnect between how CMOs and CFOs think and talk about marketing. In this session, Erik Östberg, Managing Director at s360 Sweden, shares how to bridge that gap, explain the value of brand investment in CFO terms, and strike the right balance between performance and long-term growth.
Performance branding: Balancing short and long term: Striking the right balance between performance marketing and brand marketing remains a key challenge for CMOs. In this session, Erik Bolmstrand, Partner at s360 Sweden, shares how to allocate more budget to brand-building activities while proving their impact on both short-term results and long-term sustainable growth.
A Google perspective on why the importance of brand building will increase in the age of Agentic Shopping: Drawing on his background as a McDonald’s CMO, an agency founder, and his nine years at Google, Carl Wåreus – Head of Agencies and Partners – will share his perspectives on the importance of brand building and measurement of total marketing for business impact.
Creative is a performance superpower: Creative is one of the biggest drivers of performance but also one of the hardest parts to get right. To really work, your creative needs to fit the platform, the placement, and the audience. In this session, Karola Lango, Head of Social at s360 Sweden, shares the three most common challenges brands run into when working with creatives and how to solve them in a way that scales across channels without losing impact.