Sweden's mostoverlooked consumers.Your biggestuntapped market.
Strategy, insights and creative for brands that want to reach the 30% of Sweden that standard media plans miss — with proprietary consumer panels and campaigns that actually land.
TRUSTED BY
200%
Conversion uplift for clients (Ryds Bilglas, 2025)
30%
Of Sweden has foreign backgrounds — the segment most brands miss
The Swedish market is changing — fast.
30% of Sweden has foreign backgrounds.
Over 2.2 million people in Sweden are born abroad, more than 20% of the population. Including second-generation Swedes, nearly 30% have foreign backgrounds. This is not a niche. It is a central part of today's Sweden, with its own cultural references, languages and everyday realities.
Different media habits.
Large parts of this audience combine Swedish mainstream media with ethnic news sites, diaspora creators and local community channels. They follow other influencers, other YouTube channels and other TikTok feeds. If your media plan only follows standard reach curves, you risk missing them even at high spend levels.
High-value moments brands ignore.
Spending spikes during Eid, Ramadan, Nowruz, Orthodox Christmas and Diwali — across gifting, food, travel and fashion. Most brands either don't show up, or show up with generic translated campaigns that miss the culture entirely.
Why our offer exists
Swedes with foreign backgrounds represent significant and growing purchasing power, but are still under-served by mainstream strategy, media and creative work. We help brands understand who they are, how they live, what they celebrate and where they spend their time — and turn that understanding into strategy, creative and media that actually reaches them.
See our services →Our process
How we work
Every engagement starts with deep listening and ends with measurable outcomes. We don't recommend before we understand.
Discover
Consumer panel research, cultural context, audience mapping.
Define
Strategy, positioning and channel recommendations.
Create
Creative production — copy, visual identity, campaign assets.
Deliver
Media, influencers, events and performance tracking.
What we do
A full spectrum of services — from research and strategy to creative and media — designed around the audiences most brands underserve.
Selected work
Case study
Elexir Pharma
Building community during Ramadan
Through influencer marketing, a sampling tour across Stockholm, Gothenburg and Malmö, DOOH advertising in key neighbourhoods and a physical event, we created a campaign that combined personal stories, physical presence and digital reach — building long-term trust with a key audience during one of the most important cultural moments of the year.
3 cities
Stockholm, Gothenburg, Malmö
DOOH
Out-of-home in key neighbourhoods
Multi-channel
Influencers, sampling & events
This project was led by our founders — Muntaga Sowe and Nehale Nathanael — before Nathanael & Sowe was established, drawing on their experience in multicultural marketing and creative production.
Client Feedback
What our clients say
“
In 2024 we worked with Muntaga and Nehale to reach an audience we had previously struggled to connect with and we are thrilled with the results. They are not only excellent at digital marketing, but also incredibly helpful and pedagogical throughout the entire process. Easy, enjoyable and effective.
Julia Olderius
Head of Marketing, Tekniska Museet
“
We chose to advertise towards Swedes with foreign backgrounds because they represent a large and often overlooked part of the population. The results have been strong. We increased conversions by 200% and reached customers we would never have found through our standard media plan.
Nina Santini
Client Director, IPG Mediabrands
Is this right for you?
We're the right
partner if…
Your campaigns underperform in urban Sweden
If your media plan delivers strong national reach but weaker results in Stockholm, Gothenburg and Malmö — we can tell you exactly why, and fix it.
You want to show up during Eid, Ramadan or Nowruz — but don't know how
These are high-spend moments for 30% of Sweden's population. Most brands either skip them or run generic translated campaigns. We do neither.
You need insight before strategy
If you're tired of agencies that recommend before they understand, we're built differently. We start with our consumer panel. Every time.
And probably not right if…
— You need a full-service media agency with a large team and broad remit
— You're looking for the lowest price, not the deepest insight
— You want diversity marketing as a box to tick, not genuine audience connection
Who we are
Founded by practitioners, not observers.
Nathanael & Sowe is a Stockholm-based strategy, insights and creative agency. We combine proprietary consumer panels, cultural intelligence and creative production in one focused offer — built on the insight that the people best positioned to understand an audience are those who have lived inside it.
More about us →
Co-founder
Muntaga Sowe
Over a decade working in advertising and media across Sweden.
Five years and Schibsted and former co-founder at Alvas Media och c/o agency.
First-hand experience of navigating Swedish society as part of the audience most brands fail to reach, which drives the insight at the core of everything we do.
Co-founder
Nehale Nathanael
Nearly four years as a key account manager for large client accounts at senior level.
15 years in care and support for young people with complex challenges, giving him a rare, lived understanding of how to reach audiences others overlook.
That combination of commercial experience and human insight drives everything she brings to cultural strategy.
Our thinking
Insights & Perspectives
Perspectives on culture, media and marketing in a changing Sweden.
Why Eid is the most undervalued commercial moment in Sweden
Read more →Insights · 6 min readWhen reality is missing from the feed: why parts of the audience consume media differently
Read more →Insights · 6 min readFrom traditional diet to Western lifestyle: how migration reshapes health
Read more →FAQ
Common questions
Honest answers to the things clients ask us most before we start working together.
We don't do one-size-fits-all pricing. Every engagement is scoped based on your specific goals, timeline, and the depth of work involved. After our intro call, we'll put together a clear proposal — no surprises. Projects typically start from SEK 75,000 for focused work and scale from there for full-service partnerships.
Yes. Many of our clients work with us on a monthly retainer, which gives you dedicated capacity, ongoing insight access, and priority availability. Retainers are a great fit if you need continuous cultural intelligence and creative output rather than a one-off project.
It depends on scope. A focused insight sprint or creative campaign can wrap in 4–6 weeks. A deeper strategy engagement including consumer panel research, positioning, and creative development, typically runs 8–14 weeks. We'll give you a realistic timeline upfront, not an optimistic one.
Sometimes, yes, we're built for speed when it matters. That said, quality cultural work can't be rushed without trade-offs. If you're working to an urgent deadline, tell us early and we'll be honest about what's achievable without compromising the work.
We work across strategy, consumer insights, creative campaigns, media planning, and cultural adaptation. Whether you're launching a product into a new community, repositioning a brand, or trying to understand why your message isn't landing, we've likely done something similar.
Our focus is the Swedish market and Nordic region, that's where our consumer panel, community relationships, and cultural expertise are deepest. If you're a global brand looking to enter or grow in Scandinavia, you're in the right place.
We start by listening, deeply. Then we do the work to understand your audience before we recommend anything. Our process: Discover → Define → Create → Deliver. Every step is collaborative, and we keep you in the loop throughout, not just at the end.
Brands, agencies, and public organisations who want to genuinely connect with Sweden's diverse audiences — not just tick a diversity box. Our clients range from challenger brands to established corporations and government bodies, united by a commitment to doing it right.
Let's build something
that actually works.
Currently booking Q3 2026 — we take on 3 to 4 new projects per quarter.
Prefer to book directly? Pick a time →
What to expect
30-minute intro — no commitment
We listen first, then advise
Initial thoughts on how we can help
Clear next steps — only if it fits
"We only work with brands we genuinely believe we can help. If it's not the right fit, we'll say so — and point you in the right direction."
Nathanael & Sowe