central teams and insights that we can measure across the board and provide this pan-European perspective

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Rob Mitchell: So that data gives you a platform that you can build an opinion around, but you’ve got that central platform that provides the foundation working with partners like FT Longitude or third parties as well.

Marte Gran Kristoffersen: Exactly, and that’s really the strength of the concept as well, that is not only based on our internal data. It’s also based on neutral research that we have created together with partners.

Rob Mitchell: Great. And another characteristic of your thought leadership is you need to satisfy a pan-European audience, but at the same time, local audiences within each market. How do you strike the balance between that global or regional focus, if you like, and the more local focus within market?

Marte Gran Kristoffersen: Well, we make sure that we have a couple of central teams and insights that we can measure across the board and provide this pan-European perspective, so that our CEO can take the international stage, but we also get input from our local marketing and brand and sales colleagues to ensure that the insights that we provide on a local level is also very relevant for that specific market. Europe is a big market in that sense and it differs so much on what is relevant in the South compared to the north, and the maturity is also so different. So we need that input from our local colleagues in order to ensure that we have relevant insights benefiting all.

Rob Mitchell: I think it is an issue that many of our clients we telemarketing leads, canada telephone number data work with struggle. It’s the same thing. It’s that balance between global and local and having the large property at the centre that delivers so much of the value, but at the same time, ensuring that the markets have insights that they can own themselves.

Marte Gran Kristoffersen: Yeah, and that’s crucial for us. We work with it very actively, positioning global senior managers and spokesperson towards the international media, looking at the broad picture of Europe, but then also equipping senior managers on the local level with local insights. You care about what your neighbours do and what goes on in your backyard, so local insights is super crucial for us to provide, both to PR and media, but also to clients, because our business is local.

Rob Mitchell: Especially with the sort of topics that you are covering, as you say, is very, very market-specific in many ways. Another thing that a lot of our clients struggle with and find difficult is engaging senior leaders in their thought leadership, and I think you do a great job of this and you have the senior leadership at Intrum is very visible taking this to market. How do you work with your senior leadership team and ensure that they amplify this and that you collectively get the most impact from the work that you do?