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Just after celebrating his 5th anniversary at s360, we invited our Managing Director of s360 Denmark to share insights into his career, industry trends, and aspirations for the coming years.
I have built my entire career on the agency side, working in both digital and media agencies, collaborating with a wide range of brands and retailers, locally and globally. My experience is grounded in the intersection of digital marketing, data, and technology.
With a foundation in web analytics and tracking, I started my career as a specialist, then moved into digital marketing execution and later transitioned into strategy and leadership roles. My early hands-on experience gave me a deep understanding of the foundational work and the value that specialists bring to marketing strategy. This experience continues to influence my leadership approach today.
A respected Danish philosopher and business leader once said that 99% of all people are average, while only 1% are born with a unique talent. What differentiates the best among the 99% is their work ethic, preparation, and dedication. This perspective has shaped my career. With the right energy, drive, and consistency, you can achieve more than you think. Add integrity and humility, and you have the key values guiding my journey.
My aspiration has always been to take on roles where I can create a commercial impact for businesses. Going into digital marketing has mainly been due to my fascination with how technological advancements continually redefine the industry. I thrive in a changing environment as the constant transformation keeps me curious, motivated, and eager to learn.
s360 embodies this mindset—challenging the status quo and staying at the forefront of industry changes. Having observed s360’s work and results over the years, I was drawn to its commitment to excellence and core values. Simply put, I wanted to work with top-tier talent in digital marketing, data, and technology and be surrounded by inspiring people.
I believe that leading by example is crucial. To inspire others, you must first demonstrate the values and behaviors you expect. Hard work, dedication, and a positive attitude have been fundamental to my leadership approach, even in challenging times. Additionally, I value empathy and integrity as they are essential for fostering strong relationships, personal development, and sustainable growth.
Without a doubt—the people. I’ve never worked with a more dedicated team, constantly striving to improve for our clients, our business, and their personal development. It’s incredibly motivating to witness and contribute to their growth at s360.
Last year, over 20 colleagues celebrated their 5th anniversary, and one marked their 10th year at s360 Denmark. These numbers are rare in our industry and something I’m truly proud of.
As an agency dedicated to helping brands and retailers grow, understanding our clients' evolving needs is essential to our existence. Only when our clients succeed do we succeed. Their needs are constantly shifting as we navigate rapid changes in transformational areas, including marketing, technology, business operations, and the macroeconomic environment. This demands continuous adaptability and innovation, without which, we risk becoming obsolete. Leading an organisation through change is always challenging, but it also creates incredible opportunities for growth and innovation.
The overarching challenge for our clients is staying relevant in an increasingly competitive landscape. A marketing hurdle most businesses face is understanding the real impact of marketing investments — how they drive both short- and long-term growth. This extends to recognising how other critical business factors (e.g. pricing and assortment) influence the success of your marketing investments.
As for opportunities, creativity serves as your performance superpower. Brands that invest in and leverage creativity effectively will stand out, along with the ability to collect and activate first-party data. Additionally, AI naturally holds enormous potential to enhance efficiency and fuel innovation.
While AI is undoubtedly the most transformative invention in the modern era of business, I’m particularly excited about the resurgence of discussions around marketing measurement in a world where data accessibility is increasingly restricted by privacy measures.
Marketers have long sought the “holy grail” of attribution, but no single model—whether Marketing Mix Modelling (MMM), Multi-Touch Attribution (MTA), or Incrementality Testing—provides the absolute truth. Instead, the future lies in understanding the strengths and weaknesses of each approach and integrating them to form a more holistic view of marketing effectiveness, also called Unified Marketing Measurement (UMM) and Triangulation.
Here’s how we work with clients on AI-driven strategies:
At s360, our ambition is clear: to be the world’s leading digital marketing agency for brands and retailers. As digital marketing becomes more complex, with advancements in AI, automation, and shifting consumer behaviours, we are committed to staying ahead of the curve. Our most important task is to ensure that our clients don’t just keep up with change but use it as a competitive advantage.
I want s360 Denmark to be the preferred partner for brands and retailers navigating their commercial challenges and opportunities. With our holistic approach and full-service digital offerings, we have capabilities across strategy, data, technology and creativity to drive demand and capture growth. In short, we aim to help our clients fulfil their potential in the digital space.
Rebekka Rich Topholm
[email protected]
Senior Manager, Marketing
