NoA launches new full-funnel media agency in Denmark

NoA Connect is repositioning in Denmark, evolving from a marketing consultancy into a full-funnel media agency led by CEO Marie Eberholst Rosenquist. The Danish relaunch aligns the NoA Connect brand across the Nordic region as a full-funnel media agency.

CEO Marie Eberholst Rosenquist will lead the new venture. Together with Rasmus Viberg-Holde, COO, she will build NoA Connect Denmark as a modern full-funnel media agency. The agency will provide strategic advisory, media planning, buying, and execution across the entire marketing funnel.

Marie Eberholst Rosenquist joins NoA after more than 11 years at dentsu Denmark, where she held roles across Carat, dentsu X, and dentsu's central organization. Most recently, she served as Executive Media Strategy Officer, with responsibilities including the company's media strategy offering, capability development, new business, and strategic client advisory. She previously served as Executive Director at dentsu X.

For NoA and Marie Eberholst Rosenquist, the ambition goes beyond adding another full-funnel media agency to the Danish market:

"We're not here to build another version of the traditional media agency. Media doesn't create impact in isolation, which is why media strategy needs to be more closely connected to creativity in particular, but also to data and technology. The media architecture should strengthen the creative direction, and the creative direction should, in turn, strengthen the media strategy. This is where we see significant untapped potential: bringing it all together as one investment in the market. Our sister agencies in Sweden and Norway have already proven the model, giving us a strong Nordic foundation to build on," says Marie Eberholst Rosenquist, new CEO of NoA Connect Denmark.

Creative effectiveness as a key strength

The new full-funnel media agency is founded on the principle that creativity and media should be briefed, developed, and evaluated together to create the greatest possible impact and value.

"I've seen far too many cases where the creative idea is developed in one track, while media objectives, channel choices, and formats are decided in a separate track. The result can be media and creativity pulling in different directions, or learnings from one campaign never making their way back into the next brief. A shared process and common business objectives, rather than isolated channel metrics, give companies a much greater return on their marketing investment," says Marie Eberholst Rosenquist.

A new model for clients

Rasmus Viberg-Holde, who most recently served as Senior Global Client Lead at Meta, will play a key role in translating the agency's ambitions into a scalable operational and commercial model. For Rasmus Viberg-Holde it is essential that the agency's organization translate into tangible value for clients.

"Clients aren't simply looking for access to media or another reporting dashboard. They need specialists who understand their business and can take responsibility for the bigger picture and the decisions behind the overall media investment. That's the kind of partnership we want to build NoA Connect around," says Rasmus Viberg-Holde, Chief Operating Officer at NoA Connect, and continues:

"With NoA Connect, we have the freedom to build the right model – right from the start. Creativity and media should be planned more closely together and evaluated against shared business objectives. That allows more of NoA Connect's resources to go toward senior-level advisory and the decisions that create impact for our clients, and less toward unnecessarily cumbersome processes."

The launch of NoA Connect as a media agency in Denmark also creates new opportunities for clients, particularly at creative agency NoA | &Co., where there has long been an ambition to connect creativity and media even more closely, says Ørnulf Johnsen, CEO of NoA | &Co.:

"Creativity and media create more value when they are considered together from the start. Both research and our own experience show this. With the launch of NoA Connect as a media agency, we can strengthen the interplay between creative quality and distribution, and with it our ability to deliver results more consistently and predictably over time. Ultimately, this gives creativity the best possible conditions to perform as the powerful commercial and profit multiplier that high-quality creativity is."

The media agency of the future

While joining NoA Connect also means saying goodbye to dentsu after more than a decade, Marie Eberholst Rosenquist is more than ready to unlock the potential of a new kind of media agency with NoA Connect:

"Over my many years in the media agency industry, I've seen both client needs and the media landscape change significantly. At the same time, I’ve experienced how difficult it can be for large, established organizations to fundamentally change their ways of working and commercial models. So when Benjamin Borch approached me with the opportunity to help build a new media agency backed by the entire NoA network, saying yes was very easy. This is a unique opportunity to create a new generation of media agency built around the reality clients face today," says Marie Eberholst Rosenquist.

Benjamin Borch, Country Manager of NoA Denmark and one of the founders of NoA Connect in Denmark, is now handing over the CEO role at NoA Connect to Marie Eberholst Rosenquist:

"When you transform a business this significantly, you need the leadership and team best equipped to realize the ambition. With Marie's deep media agency experience and Rasmus' operational and commercial expertise, NoA Connect has a strong leadership duo to build the new business. For me, it also means that I can now dedicate my full attention to NoA Denmark. We have big ambitions and many opportunities to further develop the business as a whole, so I'm really looking forward to this next step,” says Benjamin Borch.