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Avaus Marketing Innovations is the leading marketing and technology service provider in the Nordics. We help companies drive business results by addressing their customers as individuals at scale. Avaus’ Agile Marketing teams combine a unique blend of competencies from data management to creative work.


CONTENTS:

1 2 3 4 5 6

THE YEAR 2016 IN BRIEF Summary of 2016 by the Chairman Key updates, Mission, Vision This is what we deliver 2016 marks a decade of Marketing Innovation Highlights and accomplishments in 2016

2 3 4 5 6 10

BECOMING A SIGNIFICANT NORDIC PLAYER - AVAUS SWEDEN From four to 40 Speeding up growth - acquisition of Actionbase

16 17 18

THE MARKET AND OUR STRATEGY The Market and outlook for 2020 Our Strategy and priorities Avaus’ three-layered offering Competence teams Agile team Customer testimonials

20 21 28 29 31 32 34

PEOPLE AND CULTURE Growth by people, of people, for people Avaus culture - cornerstones The Avaus crew

36 37 38 40

FINANCIALS 42 Financials 2016 43 Avaus group revenue, consolidated 45

COMPANY 46 Board and international management team 47 Ten years of Avaus - a short history 48


THE YEAR 2016 IN BRIEF 2


organic growth exceeded expectations. The primary drivers were our Swedish and Polish operations as well as the expanded offering in Finland. The rapid transformation of the marketing function in Enterprises is picking up speed, and Avaus’ Nordic customers have continued to increase investments in digital, data-driven marketing. With the acquisition of Actionbase in November, Avaus footprint was significantly enlarged in Sweden. At the same time, Avaus doubled its Data and Analytics competence pool. As our customers’ needs for scalable technology-based marketing solutions continues to grow, I strongly believe that Avaus will continue on the path of rapid growth for years to come. in 2016 our

Harri Roschier Chairman

OUR PEOPLE: 150

EMPLOYEES

OFFICES: STOCKHOLM

HELSINKI

GDANSK 96 employees in Finland 16 employees in Poland 38 employees in Sweden

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KEY UPDATES: CLIENTS: Avaus customer base expanded organically with 13 new accounts, from 49 to 62 in 2016. Altogether, the Actionbase acquisition expanded the customer base adding a further 26 accounts. Avaus customer churn in 2016 was a record low of only 4% in volume. New customers in 2016 included key national, Nordic and international clients, including a major Nordic media company, a global fast food company and an airline. NEW CLIENTS: Among the 39 new customers in 2016 were a leading global fast food company, a leading retailer, a leading media company, a telecoms company, a building company, several manufacturers, a financial services company and an airline.

REVENUE: 13,0 million € (8,1 M€) +61%

EBITDA: 1,2 million € (0,86 M€) +40%

AVAUS MISSION: 1. Make marketing better for the world - personal, valued, agile and receptive. 2. We want to help companies to successfully compete in the global digital marketplace.

AVAUS VISION: 1. The best place to work and grow with a diverse group of exceptional talent. 2. A Nordic leader in data-driven marketing and a platform for international expansion.

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THIS IS WHAT WE DELIVER: 1. 2. 3. 4.

We are helping companies engage with their customer as individuals, at scale. We integrate a unique blend of competencies and form agile marketing teams. The teams build marketing platforms, enabling personalised interactions. We create and operate programs that deliver results through personalised experiences.

Break: Erik Stenberg, Erik Heldebro, Oscar Jäderberg

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2016 MARKS A DECADE OF MARKETING INNOVATION the Swedish and and Polish offices had already proved their viability after just six months of existence. Avaus first experiences of the larger Nordic market was very encouraging. We reached the magical 100 people threshold in March 2016, as we recruited almost 20 new people during the first quarter of 2016. The Avaus management team and board spent a week in France, partly on skis and partly in a dimly lit chalet, to envision the path for rapid, sustainable growth over the coming years.

to address their customers as individuals. These are the companies we work with achieve growth, boost competitiveness, and produce better results.

in early 2016

3.

expansion of our services

4.

technology and platform expansions

5.

geographic expansion

we can attribute growth during the first nine years of the company to the following five drivers:

1.

2.

6

people and culture - Avaus growth has been achieved primarily by the best people, with the best teams working in an environment with a positive, supportive culture. During its first ten years, Avaus has been very successful in attracting, developing and retaining top talent. It has managed to build a unique organisation of 150 people with an array of complementary skills working seamlessly together.

increased investments by our customers - Avaus customers have the ambition to transform their marketing organisations, bring in new competencies and invest in data and the required technologies that enable companies

- Avaus has consistently developed an expanding service offering around Marketing Services, Data and Analytics, and Marketing Technology. Further growth is expected particularly from Continuous Marketing Operations (Marketing-As-A-Service or MAAS), from large customers as well as from new Data Management Platform and Programmatic Media related services. For the second year, we also provided programmatic media and creative content for our customers.

- Avaus is a long time Adobe partner in the Nordics. Avaus extended its footprint to Marketo-based solutions in 2014 and Salesforce in January 2016. The Marketing Cloud service portfolios of the company’s partners are expanding rapidly, providing new opportunities to the company’s existing client base.

- The Nordics represent only 3% of the global Martech market. After a rapid market entry in Sweden, Avaus has

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rapidly grown into a leading Nordic player and plans to enter the German market in 2017. Avaus’ addressable market will, therefore, grow dramatically. growth achieved, means that headcount has increased by 10 percent every quarter. Avaus has systematically made significant investments in people. Avaus has increasingly managed to attract top talent in all three current markets. Avaus has also made substantial investments in processes and platforms and has been willing to sacrifice margins to be able to rapidly take advantage of the present very fast growing market (see page 21 – The market and outlook for 2020)

the 50% organic

growth engine ran on all cylinders in 2016, the decision was taken to accelerate growth, especially in Sweden. We set a new goal: Avaus should rapidly achieve the same market position in Sweden as it has in Finland. As the early customer acquisition efforts had been successful and the growth trajectory looked healthy, the decision was made to assess potential acquisitions. The old Avaus partner Actionbase was soon identified primarily because of its distinctive Data & Analytics competencies.

as the avaus

data science and Analytics competencies are crucial for us in a situation where our client base strongly favours their customer (or first party) data and Data Science and Analytics competencies are crucial for us in a situation where our client base strongly favours their customer (or first party) data and investing

Petra Tuisku at the Helsinki office

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in their data management platforms. Data and Analytics, combined with the right platforms, enable companies to directly and individually engage customers and prospects to an extent not seen before. in 2007 there was just a handful of early datadriven digital marketing converts, but that was enough to get our first clients and a small team of fewer than ten people off the ground. By the end of 2016, Avaus became the largest independent Nordic marketing technology and service specialist employing more than 150 people - and counting. In 2017 our ambition is to enter two new markets. The idea that we would triple in size over a four-year period was unimaginable in 2014 when Avaus Marketing Innovations was divested from the parent Avaus Consulting. However, by now we have not only outgrown the old parent but have been able to see data and technology driven marketing services in the context of the ongoing global Martech revolution.

time, it feels like we have just taken the first joint steps with our customers towards something that is transformational. I am convinced that the journey is not only about redefining the role of marketing. It is ultimately a quest to transform the entire enterprise itself, for the benefit of its customers, employees, owners and society.

AVAUS HAD GROWN ORGANICALLY FROM 32 TO 125 PEOPLE IN THREE YEARS AND NOW WITH ACTIONBASE WE MADE A JUMP TO 150 PEOPLE

at the same

8

Tom Nickels Managing Partner

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Trainee Elmer Nickels (13 years) with colleagues at the Helsinki office

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HIGHLIGHTS AND ACCOMPLISHMENTS IN 2016 PEOPLE AND CULTURE we recruited almost 60 new people during the year. By the end of 2016, following the acquisition of Actionbase, Avaus now had more than 40 experts in Stockholm, doubling the size of the Analytics team across the group. In Gdansk, Avaus employs 15 senior technologists at the Technology Center of Excellence. We achieved a steady growth in employees in all strategic competencies across the organisation, with Growth Hacking and Technology leading the way. During the year a strong effort was made in induction and training. Formal technology certifications were achieved by a record number of specialists at Avaus Boot Camps. The Avaus Academy sessions focused on offering, culture and hard skills. 2016 also saw a significant uplift in Avaus’ participation at a large number of international industry events in Europe and USA, helping us to to remain at the forefront of the industry.

CONTENT

earned media exposure and the campaign was shortlisted in the most prestigious Finnish industry competition Effie. Further, Avaus won an Effie with a groundbreaking Account Based Marketing campaign for Wärtsilä. The team also created several innovative concepts for conceiving and managing high velocity digital content initiatives for Avaus key customers.

INTERNATIONAL GROWTH the Polish and Swedish operations during H2/2015 proved very successful. Avaus Stockholm office grew rapidly and initiated cooperation with several strategic new accounts. Avaus’ Polish office in Gdansk became an important production and knowledge hub for technology-intensive projects.

the launch of

our strategic target to become the leading Nordic player in digital data driven marketing was achieved. The blueprint was made and the decision was taken to expand into key European markets in 2017 and 2018.

the most visible project of the Avaus content team was the “Reasons to be Proud of Finland” campaign for the Finnish Slot Machine Association, RAY. The customer gained extensive bought and

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Henri Syvänen – Avaus B2B head delivering a show at the Helsinki office

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DATA & ANALYTICS

attracted significantly larger customers and projects.

constitutes the core of all services provided by Avaus. These capabilities in keeping with broader trends seen in the were significantly increased through key senior market, customers both old and new increased hires and the Actionbase acquisition. During their overall investment in Marketing Cloud the year demand for data services. Investment in data management platforms management, analytics and (DMP) increased and Avaus content is also rapidly on the delivered several large DMP rise, a trend that Avaus expects AVAUS’ POLISH implementations for existing to continue to benefit from. OFFICE IN and new customers. Data GDANSK BECAME management platforms are importantly, customer churn AN IMPORTANT a critical component in a was also at a record low, PRODUCTION AND marketing stack that enable representing only 4% of total KNOWLEDGE HUB enterprises to execute revenue. Avaus’ customer base personalised multichannel grew organically from 49 to 62 FOR TECHNOLOGY interactions with prospects and customers, with the acquisition INTENSIVE customers in own and bought of Actionbase taking the total PROJECTS. media. Avaus also implemented number to 88, 45% of which are several large analytics and now served from our Swedish targeting platforms for large office. enterprise accounts.

data and analytics

AGILE MARKETING TEAMS SUCCESSFUL NEW BUSINESS be Avaus’ most successful new business performance on record. New account win volume doubled from 8% of total revenues in 2015 to 16% in 2016. Account sizes also grew, with average first year billing for new customers increasing by 107% on prior year, as the team

2016 proved to

12

avaus developed and launched its Agile Marketing Team concept to provide the best possible results for its strategic customers. The Concept makes use of truly agile cross-competence teams to drive business results in ongoing processes, built from joint customer and Avaus competence pools. The concept was co-developed with key

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Poles on a Winning Streak: Jakub Dabkowski, Mikolaj Borzykowski and Patryk Janiak

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clients and addresses the increasing complexity of multichannel marketing operations and technology platforms. As a consequence the time spent on-site at customers increased significantly for Avaus.

REACTIVE, REAL TIME MARKETING marketing concept was developed and tested together with pilot customers in 2016. By combining analytics, automation, content and media teams, Avaus reactive marketing optimises the channel mix, content and target audiences on the fly. Marketing actions are based on responses and real-time analytics leading to better customer experiences and conversion.

the avaus reactive

streamlining the cross-border delivery process and formalising operational practices of excellency. a testing manager was appointed to review and formalise Avaus testing processes for large implementation projects. Significant efforts were put into further developing Avaus data security policies and practices, which has has moved up on the agenda for large enterprise customers.

AVAUS’ STRATEGY IS TO PARTNER WITH THE LEADING GLOBAL MARKETING TECHNOLOGY PROVIDERS.

INCREASED FOCUS ON QUALITY AND DELIVERY

PARTNERSHIPS

avaus’ strategy is to partner with the leading global marketing technology providers. Adobe and Marketo have been strategic partners since 2013. 2016 was an all time record year for Adobe Marketing Cloud both in number and in scope. Avaus signed a partnership with Salesforce at the beginning of the year and the first Salesforce implementations were made in the autumn. Marketo is a key element of Avaus’ B2B offering with a number of new customer cases implemented during the year.

investments in quality control and delivery to meet the challenges posed by high growth of 2016. A new group Head of Resourcing and Delivery was hired with the task of

avaus made significant

14

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B2B SOLUTIONS the avaus b2b team achieved new business success in both Sweden and Finland. Avaus expanded its Account Based Marketing (ABM) offering and received an Effie award for the Wärtsilä ABM campaign in the US. Avaus B2B customers are rapidly transitioning from early- to midstage digital marketing, adopting new tools and processes along the way. Avaus is typically involved in the transformation process of large B2B enterprises where marketing initiatives are expanded one geography and one business unit a time.

AVAUS EXPANDED ITS ACCOUNT BASED MARKETING (ABM) OFFERING AND RECEIVED AN EFFIE-AWARD FOR THE WÄRTSILÄ ABM CAMPAIGN IN THE US.

Tuomo Räsänen Group COO

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BECOMING A SIGNIFICANT NORDIC PLAYER - AVAUS SWEDEN 16

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FROM FOUR TO 40 four employees worked at the Avaus Stockholm office on Kungsgatan 27 in January 2016.

of successful client work with both existing and new accounts the team grew to 15 employees by the end of the summer season.

as a result

The office was also frequented by colleagues from Finland and Poland every week. New customers were a telecom provider, several manufacturing companies and an Insurance company.

Avausians in Stockholm: Pedram Mobedi, Martin Wennstrรถm, Ulla Wamstad, Mattias Lunden, Martin Ahlfors, Marcus Grantelius, Andreas Leitgeb

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SPEEDING UP GROWTH ACQUISITION OF ACTIONBASE until H2/2016 Avaus team in Sweden relied mainly on tech and analytics resources from Finland. Early on, it became clear that to grow the footprint in Sweden at a faster pace, Avaus would need to consider an acquisition to help enable the team take advantage of the latent demand in the market. Actionbase, the leading customer analytics and data management provider on the Swedish market was known to Avaus from mutual project deliveries in the past. After intensive talks for some months, Avaus acquired Actionbase on the 2nd of November 2016. The merged company became the second largest player in Sweden, and the now 150 employee Avaus group became the leading datadriven marketing agencies in the Nordics.

the new colleagues from Actionbase perfectly complement Avaus Sweden competency gap. Immediate customer response proved that together Avaus and Actionbase were truly delivering new value. Overnight, Actionbase customers got a broader service offering, and Avaus customers, including those in Finland, an offering with deeper analytics and data management capabilities. The year in Sweden ended on a high note.

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150 EMPLOYEE STRONG AVAUS GROUP BECAME ONE OF THE TOP-THREE DATA DRIVEN MARKETING AGENCIES IN THE NORDICS.

Emma Storbacka Country Manager, Sweden

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Teppo Juntunen at the Stockholm office


THE MARKET AND OUR STRATEGY 20

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THE MARKET AND OUTLOOK FOR 2020 MARTECH INVESTMENTS ARE DRIVEN BY PERFORMANCE GAINS brands, goods and

services compete primarily on customer experience and secondarily on product features and price. Customer experience design is today primarily the responsibility of the marketing function, supported by IT. According to BCG, the Marketing and Sales function also has the biggest impact on EBITDA-levels of companies.

avaus’ strategy is

based on a phased approach where the company

INVESTMENTS IN MARKETING AND SALES BRINGS BIGGEST EBITDAIMPACT Product Development Supply Chain & Delivery Marketing & Sales

1. 2.

3.

quickly establishes a leading position in the Nordic market (which it has done), leverages know-how, client relationships and partnerships to enter major European markets and, will consider opportunities in Asia and the US.

focused its new business efforts on enterprise-level prospects with high growth potential. The main source of growth has been the increase in share-of-wallet from strategic longterm accounts. The company always aims to have a marketing-as-a-service relationship and strong partner relations with its clients. Providing visible business results to clients and focusing on building

the company has

EBIT IMPACT 1-2 2-8 4-10

Technology & IT Corporate Functions

1-2

1-2

Source: BCG Fredrik Lind, “Capabilities for digital transformation”, 2016

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new capabilities for enterprise companies have been essential to client growth. the moment revolutionizing marketing and the way the enterprise as a whole interacts with its customers. Almost all large B2C and B2B companies are undergoing a major transformation of their marketing and sales functions. Enterprise competitiveness is measured in speed of transition from legacy to digital. Martech has a key role in this transformation – it is the fastest growing segment in corporate IT as well as in marketing services as a whole. digitalization is at

MARTECH IS THE FASTEST GROWING MARKETING SERVICES SEGMENT -10%

-5%

0%

CRM Solution

IT Research

investment boom started in the US in the middle of 2005-2009. By 2016 companies were already spending slightly less than a third of their marketing budgets on martech. US companies already invest more in martech than in paid media or marketing services. new marketing technologies has been driven by marketing performance gains. According to Chiefmartec.com’s Scott Brinker, above median users of marketing technology in the US are performing 15% better (measured click-through rate) than below median users, with the small group of super users at the end of the spectrum performing 5-10 times better than the median user.

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10%

Martech

the marketing technology

the adoption of

5%

B2B Media & Business Information Marketing Research Business News

Source: Outsell 2016

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15%


EUROPE IS A LAGGARD - LOTS OF OPPORTUNITIES FOR AVAUS investments in emerging digital technologies such as martech, has left European

lower levels of

companies with less competitive clout and a relatively higher cost base i.e. lower productivity in all sectors, especially service verticals such as retail, travel and financial services.

MARTECH SPEND IN US AND UK, 27% OF MARKETING BUDGET 2016 Marketing Expense Budget Spend Breakdown

2016 Marketing Technology Budget Allocation

Other 1%

Paid media

22%

27%

Technology

Mean percentage shown

Services

22%

28%

Labor

23% Infrastructure

21%

20%

External Marketing services software as to develop, a service implement and integrate marketing applications

19%

17%

Analytics software as a service

Crosscharges from internal IT

CMO’s Average Tech Spend: 3,2% (% of Total Revenue)

CIO’s Average Tech Spend: 3,4% (% of Total Revenue)

Base: Total answering: n = 377

Base: Total answering: n = 377

According to a Gartner Research recent survey, US and UK companies were spending slightly less than a third of their budgets on martech in 2016. Total martech technology spend is bigger than paid media or Agency services.

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the dramatic martech lag in Europe is evident by IDC estimates that 66% of the total global martech market is now in the US whereas EU represents only 16%.

Europe (i.e. UK and the Nordics) is playing catch up with penetration and investment figures with a little less than half of the US figures. Per capita spend in the rest of Europe is only about a fifth of the US spend. IDC estimates that US will further distance itself from Europe (excluding UK and the Nordics) by 2020.

the north of

and UK have been forerunners in Europe. According to IDC, the entire Nordic market is US$ 235 million with the highest per capita spends in Sweden and Finland, Avaus’ principal markets. the nordic markets

annual market growth estimates are around 12% for all markets until 2020. The differences between the leading vendors are very high with Avaus’ partners Adobe and Salesforce moving significantly faster than the rest of the market. the nordic aggregated

provided by Avaus such as Data and Analytics, Growth Hacking and Content are growing at a

martech related services

24

THE NORDICS REPRESENT JUST 3% OF THE PRESENT MARTECH MARKET

3% 13% 3%

18% 13% 18%

66%

66% US

EU

NORDIC

ROW

Source: IDC 2016

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significantly higher pace than martech average. Estimates of martech market growth for leading providers are hovering around 40%. Avaus customers have been very keen on developing their marketing technology stacks, leveraging their own data and taking bold steps towards fully programmatic advertising.

with the market in the Nordics and UK picking up speed only since 2013-2014, Avaus expects an acceleration of martech adoption in the rest of Europe in the very near future. Avaus has therefore prepared a plan to enter two new European markets annually until 2019.

US SPENDS 5 TIMES MORE ON MARTECH THAN EU $ 33

$ 22

3% $ 14

$ 14 $ 10

$ 10

13% US

18%

Nordic

SPEND PER CAPITA 2016

UK

$4

$5

66% EU

(Excl UK, Nordic)

$0 $0 ROW

SPC 2020

Source: IDC 2016

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AVAUS COMBINES TRADITIONAL AGENCY SKILLS WITH DATA AND TECHNOLOGY AD AGENCY

MEDIA AGENCY

DIGITAL AGENCY

PR AGENCY

IT INTEGRATOR

Marketing Strategy

Brand & Content

Comms Strategy

Channel Planning

Channel Execution

Creative

Technology

Data Management

Analytics

Insourced Teams

Significant ability

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Moderate ability

Limited ability

No ability

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AVAUS


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Tom Nickels at the Avaus kick-off cruise


OUR STRATEGY AND PRIORITIES The four cornerstones of Avaus strategy are:

AMAZING PEOPLE AND A STRONG CULTURE FIRST

OUR BUSINESS MODEL RELIES ON: • • •

INTERNATIONAL PROFITABLE GROWTH • • •

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Great sales results for our customers Ongoing long term client relationships A 50/50 mix of technology and marketing

CONSTANT INNOVATION, CHANGE AND PUSHING LIMITS

2 new countries per year 30% YoY EBITDA >12%

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AVAUS’ THREE LAYERED OFFERING

AGILE MARKETING TEAMS Introducing new ways of working. See page 32.

MARKETING PROGRAMS Delivering results through personalised experiences.

MARKETING PLATFORMS Enabling personalised marketing and interactions.

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30

Ulla Wamstad, Mattias Lundén, Martin Wennström and Andreas Leitgeb at the Stockholm Office

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COMPETENCE TEAMS through Agile Marketing Teams, that combine specialists from the different competence segments. The Agile Team could, for instance, include specialists from the Strategy team, Analytics team, Growth Hacking team, and Technology teams working together. Most clients are served by more than one competence team. Typically, customers are being served by 3-6 competence teams.

customers are served

several of our clients are customers in both Finland and Sweden. We are actively working to strengthen

our cross-border customer relationships order to provide the equal services in all markets as well as to further accelerate the growth in Sweden and other new geographies. during 2015 and 2016 the company established scalable processes and tools to support efficient cross-border teams. In many instances the Client Team serving the customer may include team members from all offices (Helsinki, Stockholm and Gdansk).

STRATEGY

CREATIVE CONTENT

DIGITAL MEDIA

DATA AND ANALYTICS

GROWTH HACKING

TECHNOLOGY

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AGILE TEAM 10 year experience of working with marketing change and development, we know that ultimately success is not up to technology, data or any other single “hard” factor in the new marketing era. In the end it is about people and their deep understanding of the needs of our customers and the mastery of the new tools available to solve those needs. During the entire Avaus journey, marketing complexity has increased. Traditional marketers needed only three key competences to succeed: strategy, channels and creative. Today marketers

based on our

need four more skillsets: Technology, Data, Analytics and Growth Hacking. Simply put, the world has got more complex. is the Avaus solution for this challenge. We organize a team that complements the skills in the customer organization. We also have developed agile processes for the teams in order to ensure rapid implementation. The teams have Avaus’ 10-year library of best practices and campaign results at their disposal.

agile marketing teams

Behind the masks. Katherine Ruotsalainen, Jukka Immonen, Jonne Sjöholm, Erik Stenberg, Ann-Marie Dahlqvist, Henri Syvänen, Ismo Sutela, Veera Häkkinen, Suvi Krook and Elina Andstén.

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Juho Ullakonoja Strategy

Simo Rinkinen Analytics

Henrietta Hietanen Content

I advise clients on digitalization of their sales and marketing. I also do sales and account management for clients. Coordination of the Avaus team at the client is a big part of my daily work. I love working with numbers. When it’s about things like Tableau, Excel, SQL, or R, call me in. I also have a soft spot for Google Analytics and Google Bigquery. As Art Director, I’m responsible for content and designing the visuals and bigger concepts.

Zbigniew Probulski Technology

I’m breaking problems apart and reassembling the solutions that are in line with best industry practices and standards.

Mia Rusila Media

I am responsible for channel distribution strategy to achieve the best possible results within a given framework. I make sure the content is modified to fit the particular channel and that the timing is right.

Kimmo Ihanus Growth Hacking

Martin Wennström Data Management

I optimise and develop our marketing actions to meet business goals. I make sure that decisions are based on insight from customer data and testing.

I work as a data consultant in the Tech team in Sweden. If a project involves making data fit for purpose, you will most likely find me or one of my teammates right in there knee-deep in the data.

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CUSTOMER TESTIMONIALS Avaus has operated Adobe Campaign for us since 2012. We have added new dialogue models one at a time to extend marketing automation operations. Avaus is responsible for creating the content, building the technical workflows and managing day to day dialogue activities. We are very satisfied and can warmly recommend Avaus services. Kirsi Juusti Planning Director, LocalTapiola

A year ago we were just starting our marketing modernisation journey, and we chose Avaus to implement and maintain the Marketo marketing automation platform for us. The initial setup was completed as planned, and their support was well coordinated and organised. As our use matures, we are starting to get a real appreciation of how automation can help us to build stronger customer relationships and nurture prospect interest. Avaus has been very responsive, and with their help we’re making great progress. Kai Pasonen Group Marketing Operations Director, 3 Step IT

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McDonald’s has been working with Avaus for several years, partnering to create more personalized communication with our customers, which in the end drives both sales and guest counts. Kajsa Dahlberg Gardiner Digital Acceleration Director, McDonald’s Corp

The first year with Avaus was spent mainly setting up marketing automation (Marketo) and integrating systems. We built our marketing and sales technology stack from zero, and Avaus was the consultant, partner and operator. From our first lead generation campaign we have already achieved really good results. Now we are in a phase where we define nurturing streams and scale up the programs. From the very beginning team Avaus was proactive and they were ready to take the lead. Co-operation has been effortless and all the actions have taken us forward. Mikko Heinonen Digital Community Manager, Kemppi

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PEOPLE AND CULTURE 36


GROWTH BY PEOPLE, OF PEOPLE, FOR PEOPLE a journey to grow. As individuals and as a company. Growth companies are different. They are all about the people. They are places where opportunities exist. Where people can learn and grow. They inspire people to see the bigger picture and be part of it. They put a human touch to ambition and bring people together. They are places where everyone get recognized for their contribution. They are about trust and transparency. At growth companies people shape and influence the work they do. And they are also

we are on

places of great fun; Where colleagues become friends and where great stories are born. They are places like Avaus. WHY GROWTH? • • • • •

More opportunities Learning new things Meeting new colleagues International context More fun

Teemu Reuna and Seppo Tolonen at the Helsinki Office

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AVAUS CULTURE - CORNERSTONES COLLABORATION: • • • • •

Success comes from working together Before acting: Ask questions, listen, understand. Communicate openly and actively We are articulate and clear Give and receive feedback Build trust with colleagues and customers

RESULTS: • • • • •

We put measurable results for our customers first We enjoy satisfaction from getting things done We consistently deliver so that our colleagues can rely upon us We aim for excellence in the things we decide to do – and we are proud to put our name on our work Never be satisfied, we are never ready

HUMAN TOUCH: • • • • • •

38

We We We We We We

value diversity recognize colleagues for their contribution are direct and don’t play internal political games make time to help colleagues when facing challenges remain calm in stressful situations hire the right people that fit into our culture

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TAKE OWNERSHIP: • • • • •

Take responsibility to drive things forward Look at the big picture – what is important Show judgement – make smart decisions in the best interest of the client and Avaus Prioritise – what must be done now and what can wait for later You have freedom AND responsibility

AMBITION AND MASTERSHIP: • • • • •

We are the leader because we always want to be better We all look for continuous personal growth We seek new challenges and are eager and quick to learn We seek to understand the strategy, business and situation of both our customer and Avaus We create new ideas that are useful internally and for clients

HAVING FUN: • • • • •

We We We We We

balance work and free-time celebrate wins together look for positives and opportunities – even in the midst of challenges take time to have fun with our colleagues are passionate about our work – but we don’t take ourselves too seriously

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THE AVAUS CREW COMPETENCE TEAMS 2016

AGE

11% 27%

13% 15%

16%

40

21%

13%

7%

>30

35-39

40-44

45-50

30-34

Technology

Analytics

Strategy

Sales and Admin

Growth Hacking

Content and Media

50+

DEGREE 3% 54% 31% 4% 9%

19%

4%

25% 31%

PHD OR LICENTIATE MASTERS DEGREE BC ARTS VOCATIONAL HIGH SCHOOL

EDUCATION 8%

18%

53%

62%

CREATIVE

ANALYTICS

TECH

BUSINESS

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Erik Heldebro, Oscar Jäderberg, Anna Masalin, Kimmo Ihanus and Tommi Tapiola at the Helsinki Office

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FINANCIALS

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000’ €

2016

%

2015

%

REVENUE 12 981 8 077 Materials and services

-1 829

-14%

-1 449

-18%

Personnel cost -6 948 -54% -3 918 -49% Other operating expenses

-2 997

-23%

-1 849

-23%

Depreciation and amortization -112 -1% -94 -1%

OPERATING INCOME (EBIT)

1 096

8%

Financial income and expenses

-19

767

9%

-10

INCOME BEFORE TAXES 1 077 8% 757 9% Income taxes -218 -180 Non-controlling interests -31 -

NET INCOME 828 6% 576 7%

| ANNUAL REPORT 2016

43


44

Jakub Dabkowski, Patryk Janiak at the office in Gdansk

| ANNUAL REPORT 2016


AVAUS GROUP REVENUE, CONSOLIDATED

15.0

61%

60% 50%

42%

10.0

70%

40% 30%

27%

5.0

0.0

20%

4.5

6.4

8.1

13.0

2013

2014

2015

2016

Revenue Growth %

10% 0%

Revenue M€

| ANNUAL REPORT 2016

45


COMPANY

46

| ANNUAL REPORT 2017


BOARD

Harri Roschier Chairman, Founding Partner

Tom Nickels Founding Partner

Kim Weckström Founding Partner

Markus Einiö Board Member

INTERNATIONAL MANAGEMENT TEAM

Tuomo Räsänen Group COO

Pekka Pohjola Group CFO

Emma Storbacka MD Sweden

Patryk Janiak MD Poland

Lars Schulman Group Sales Director

Jakub Dabkowski CTO Poland

| ANNUAL REPORT 2016

Mårten Tilosius COO Sweden

47


TEN YEARS OF AVAUS - A SHORT HISTORY

Avaus Consulting founded by Tom Nickels, Kim Weckstrรถm, Harri Roschier, Juha-Pekka Virtanen. LoyaltyNorth is acquired.

Second major retail customer. Turnover 1 million euros.

LoyaltyNorth becomes Avaus Dialog. Neolane was chosen as preferred Marketing Automation Platform, first major retail customer.

48

Marketo becomes B2B marketing automation partner. First B2B marketing automation customer, turnover 3,6 million euros.

HBO Nordic becomes major client. Turnover 2,6 million euros.

| ANNUAL REPORT 2016


Avaus Dialog is spun out from Avaus Consulting. Neolane acquired by Adobe, turnover 4,5 million.

Offices launched in Stockholm and Gdansk. B2B customer base grows significantly. Salesforce partnership announced. Turnover 8,1 million euros.

Avaus Consulting acquired by Siili Solutions Oyj. Avaus Marketing Innovations continues with three founding partners as principal owners. Programmatic media offering launched. Headcount up from 32 to 64. Turnover 6,4 million euros.

Major wins for Avaus media team in January. Go to market decision for Europe.

Acquisition of Data Management and Analytics specialist Actionbase. Headcount in Sweden 40. Company total 150. Growth year-on-year 61%. Creative nomination for New York Festivals, Finalist for Marketo’s Agency of the Year. Effie Award for B2B case Wärtsilä. Customer count up from 45 to 70. Turnover 13 million euros.

| ANNUAL REPORT 2016

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50

| ANNUAL REPORT 2016


| ANNUAL REPORT 2016

51

Avaus Christmas party 2016


52

| ANNUAL REPORT 2016

Avaus office in Helsinki


AVAUS ANNUAL REPORT 2016: Texts: Kim Weckström, Tom Nickels, Harri Roschier, Tuomo Räsänen, Terhi Kangas, Pekka Pohjola, Richard Stanley, Emma Storbacka & Lars Schulman Graphic designer: Jarko Hänninen Assistant editor: Suvi Krook Photographs: Maciej Roszkowski / We Love Photo, Michael Tomescu / Split Stockholm, Kim Weckström Printed by: Lönnberg Print & Promo


Profile for Jarko Hänninen

Avaus Annual Report 2016  

Avaus Annual Report 2016. Graphic design by yours truly.

Avaus Annual Report 2016  

Avaus Annual Report 2016. Graphic design by yours truly.

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