TIETO: POSITIONING EXECUTIVE LEADERSHIP FOR SMARTER SOCIETIES
In 2019, Nordic IT services leader Tieto launched a campaign to position its C-suite and vertical heads as thought leaders on societal digitalisation. Operating as external editorial lead and executive communications strategist, I worked across Finland and Sweden to translate complex technology—from AI in healthcare to smart energy grids—into clear, human-centered narratives. The initiative yielded a pan-Nordic series of executive opinion pieces and on-camera interviews framing digitalisation as a driver for efficiency, sustainability, and public welfare.
Executive Communications Strategist | Senior Writer | Video Producer
2019
Delivered via Spoon Agency, the creative & strategic communications agency
How can we shape a smarter society using AI?
FREDRIK RING · HEAD OF BUSINESS & IT TRANSFORMATIONAutomating routine, unfulfilling tasks to free up human labor, while using predictive AI algorithms to detect hidden risks in complex public systems.
The healthcare sector in a smarter society
JOHAN HÖGLUND · VP, HEALTHCARE & WELFAREShifting healthcare from reactive treatment to predictive population management by pairing AI with genomics and digital self-services.
The smarter society of the future
CHRISTIAN GUTTMANN · HEAD OF AI & DATA SCIENCEFraming AI as foundational public infrastructure—akin to electricity—that accelerates cross-agency collaboration and strengthens long-term resilience.
WHERE WE STARTED
When Tieto launched its "Smarter Societies" campaign in 2019, the organisation faced four practical challenges:
- Feature pitches vs societal impact
Tieto wanted to engage public-sector decision-makers, but standard IT product specifications and software brochures failed to pull readers in.
- Siloed domain expertise
Leaders across AI, healthcare, welfare, and infrastructure operated independently, lacking a single overarching framework to connect their insights.
- Complex technical messaging
Emerging capabilities like genomics, predictive algorithms, and automated welfare required translation into accessible, human-centric benefits.
- Missing multi-format collateral
Beyond traditional press releases, the organisation lacked dynamic visual formats to showcase executive authority across digital channels.
HOW I HELPED
I guided the editorial direction of the campaign while handling hands-on interviewing, ghostwriting, and video production:
- Pan-Nordic executive sparring
Travelled between Helsinki and Stockholm to act as a strategic sounding board for vertical heads, helping them sharpen their perspectives on digital policy.
- Column & opinion ghostwriting
Authored a suite of executive blogs and opinion pieces examining how digital tools eliminate waste, streamline welfare, and optimise public resources.
- On-camera interview production
Scripted and produced a short-form video series capturing leaders articulating their vision for AI ethics, precision medicine, and future workforce models.
- Cross-sector narrative alignment
Synthesised insights from AI, healthcare, and IT transformation into a unified blueprint for smarter, more resilient Nordic societies.