Erfaring
Annie startede sin karriere hos Badger & Winters i New York, hvor hun efterfølgende var forbi hhv. Ralph Lauren, Kramer Design Group, Victoria’s Secret, Trimera Brands, Nike og Apple. I 2018 blev hun Executive Design Producer med ledelsesansvar hos Wieden + Kennedy, før hun besluttede sig for at vende snuden retur til Danmark efter mange års ophold i USA. Hun kom til Bold Scandinavia / NoA i 2021, hvor hun i dag er Commercial Director.
Motivation
Annie Sanditen, en markant international profil, har indtaget danske farvande med en imponerende international karriere inden for design-scenen og nu Bold Scandinavia. Med sine stærke kommercielle evner og imponerende designforståelse er hun uden tvivl en drivkraft for både Bold og i branchen, og hendes indsats og dedikation har gjort hende til en af de syv nye partnere i NoA i 2023 – et prestigefyldt skridt, der vidner om hendes flotte præstationer. Annie er altså ikke bare en kvinde, der er dygtig på papiret; hun er en af dem, der reelt driver showet. Hendes evne til at styre og lede Bold forretningen er uomtvistelig, og hun har etableret sig som en leder, der ikke blot følger, men derimod sætter retningen og standarden, hvilket selvfølgelig krediteres på årets The M liste.
HVAD ER DEN VIGTIGSTE TENDENS I BRANCHEN?
Trust. Building and keeping it. I wouldn’t say it’s a trend, but a response to new priorities, lack of transparency, miscommunication, hyper-connectivity and a search for companies with purpose. We crave it and need it now more than ever.
HVORDAN HAR AI PÅVIRKET DIN TILGANG TIL MARKEDSFØRING?
A shift in expectation for how to use it. It’s not necessarily for us to sell something new but to take seriously how we incorporate it into our business model. Our clients and partners look to us as the leaders in leveraging AI and assume we are already incorporating it in our work, process and creativity so the impact of our craft is even better.
HVAD ER DEN STØRSTE UDFORDRING FOR BRANCHEN?
The economy. Facing shrinking budgets and trepidation on spending has been a tough challenge and continues to be across the board.
HVORDAN LØSER MAN DEN UDFORDRING?
Changing our approach to creativity to be more fluid, focused and more like a bubbling organism instead of a traditional approach to solving creative design problems. Working with multi-talented people and pushing boundaries and expectations makes me feel right at home in the belief that we must be dedicated to moving past standard mindsets and models to work in this tighter economic playing field.
HVAD MENER DU ER DEN MEST UNDERVURDEREDE FÆRDIGHED INDEN FOR DIT FAG I DAG?
Being a human and a good one. We are all expendable and face numerous challenges daily that question how we approach both work and life. Sticking to your integrity and values not only reflect in your work, but bring consistency to your leadership and collaborations. Like companies, your values are both external and internal and they need to reflect the same. Staying true to you brings confidence, clarity and energy to your team, your company, and your clients.
HVAD HAR VÆRET DEN VIGTIGSTE SUCCES I DIT ARBEJDSLIV DET SENESTE ÅR?
Being an expat (an American) living here in Copenhagen and contributing to society and the business world has been uncomfortable in all the best ways in 2023 and now – thriving, pushing perspectives and being relentlessly persistent and resilient have felt like success to me especially this past year. Next year I will hopefully add being better at riding a bike to meetings!
HVILKEN MINDEVÆRDIG KAMPAGNE/MARKETING AKTIVITET HAR GJORT SÆRLIGT INDTRYK PÅ DIG?
The UNHCR global campaign called ‘Hope Away from home’. Maybe it’s the need for searching for human to human impact and watching the multiple wars displacing people — creating work that shines a light on what we ignore and don’t sell felt meaningful.