A little more than half of 2026 has passed. How does it feel?

“It feels great! The Year of the Fire Horse is all about high energy, passion, and rapid change, and I can definitely relate to that. I’m keeping my fingers crossed that the rest of the year will be just as exciting.”

What has been your most important lesson in 2026 so far?

“To be brave. After eight years at Tobii, I left my role as Head of Marketing to join Année. It felt a little scary. Tobii felt like home, and it was a company I knew inside out. Why leave that behind? Looking back, I’m grateful that I took the leap. I have nothing but positive things to say about Tobii, but gaining a new perspective, exploring new ideas, and finding myself in a completely new environment has been incredibly rewarding and exciting.”

What do you think will define the rest of 2026 and impact both Année and our clients?

“How we work with and alongside AI agents. They are changing the way communications are produced today, but I also believe they make our work even more important. Human judgment and our experience in strategic communication cannot, at least not yet, be prompted into existence. Knowing what is worth saying and how it should be communicated to truly make a difference is where our experience outperforms AI agents every time.”

What’s your best life hack you’d like to share?

“If, like me, you’re always trying to optimise your mornings, my top hack is to prepare the coffee maker the night before and make a bowl of overnight oats (1 dl water, 1 dl oats, 200 grams vanilla quark, and a handful of frozen blueberries). In the morning, all you have to do is switch on the coffee maker, sprinkle a little cinnamon and honey on your breakfast, and within a couple of minutes you have a nutritious, caffeine-fuelled start to the day.”