Mandel Media AB

Mandel Media AB is a public relations and communications agency based in Stockholm, Sweden, with additional offices in Cologne and Munich. Founded in 2006 by Matthias Aßmann, the agency has developed a focused practice around marketing for brands, companies, and destinations, with a particular emphasis on Scandinavia and Middle Europe. The agency's name, which is the German and Swedish word for almond, reflects its roots in both Swedish and German markets. Over the years, Mandel Media AB has built a reputation for bridging the gap between Scandinavian and Central European audiences, especially within the travel, tourism, and outdoor sectors.

Specialized Services and Industry Focus

Mandel Media AB concentrates its efforts on a few core areas: public relations and influencer marketing, product and destination branding, and international communication workshops. The agency’s service offerings are tailored to clients in travel destinations, tourism marketing, and outdoor brands, reflecting a deep understanding of how to build brand awareness in these competitive verticals. Their work frequently involves copywriting, content creation, and digital marketing strategies that resonate with both B2B and B2C audiences across Europe. The agency also produces several industry events, including the MANDEL Showroom, Sport & Outdoor Media Day, Scandinavian Media Day, Travel Media Day, and the Scandinavian Outdoor Award, which is run in partnership with the Scandinavian Outdoor Group and NordicMarketing. These events serve as platforms for community building, media partnerships, and networking, helping clients establish credibility and visibility in the Scandinavian and European markets.

Key services and specialties include:

• Public relations and brand communication
• Influencer marketing and media partnerships
• Event management and trade fair participation
• Copywriting and content creation
• Destination and tourism marketing
• International communication workshops
• Media trips and travel PR
• Community development and engagement
• Production bureau services

Methodology and Approach

Mandel Media AB’s methodology is rooted in strategic, hands-on communication that connects brands with relevant audiences across multiple touchpoints. The agency emphasizes long-term partnerships and community development, often acting as a bridge between Scandinavian brands and Central European markets. Their approach includes organizing media trips, trade fairs, and networking events that allow clients to engage directly with journalists, influencers, and industry decision-makers. By producing events like the Scandinavian Summits and Adventure Academy, Mandel Media AB creates opportunities for brands to tell their stories in immersive, experiential ways. The agency also offers international communication workshops designed to help clients refine their messaging for cross-border campaigns, ensuring consistency in tone and cultural relevance. This integrated model—combining PR, influencer marketing, event production, and content creation—enables the agency to manage a brand’s narrative from strategy through execution, without relying on third-party vendors for key deliverables.

Location and Market Presence

Headquartered at 10 Bragevaegen in Stockholm, Sweden, Mandel Media AB operates from a strategic position that allows it to serve both Scandinavian and European clients. The Stockholm office serves as the agency’s central hub, while its offices in Cologne and Munich provide direct access to the German-speaking market. This dual-market presence is a distinct advantage for brands looking to expand their reach across Northern and Central Europe. As a founding member of the Skandinavien Institut, the agency also contributes to broader industry initiatives that promote Scandinavian business and culture internationally. For clients in travel destinations, outdoor brands, and tourism marketing, Mandel Media AB offers a practical, event-driven approach that leverages its deep network of media contacts and its experience in producing high-profile industry gatherings.

Mandel Media AB is a good fit for brands and destinations seeking to build or strengthen their presence in Scandinavia and Middle Europe, particularly those in the travel, tourism, outdoor, and lifestyle sectors. The agency’s focus on community engagement, influencer partnerships, and event production makes it especially suitable for clients who value direct, relationship-based marketing over purely digital campaigns. With its long history in the market and its founder-led structure, Mandel Media AB provides a reliable, hands-on partner for companies looking to navigate the complexities of cross-border communication.