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Founder & Member of the Weber Shandwick Global Leadership Team

Carl Fredrik Sammeli is the founder of Prime. He has over 20 years of experience in entrepreneurship, business development, sales, strategy, marketing and communication, and crisis management. He works with all types of industries, specializing in B2B strategies and providing professional services.

His primary clients at Weber Shandwick include working with multinational companies, including Ericsson, and globally-recognized NGOs, such as Save the Children, and a number of prominent firms in business law and technology.

Prior to joining Weber Shandwick, Carl Fredrik founded and became a chairman of a number of Sweden’s most lauded companies in advertising, events and digital communication. He joined MTG, a leading international entertainment group with channels in over 130 countries in 1998, as the Head of Corporate Communication.  At that time, Sammeli was the youngest person ever to have been appointed to a senior position in a publicly listed company in Sweden.

Responsible for media and crisis management in the national Swedish referendum campaigns, “Yes to the Euro” (2002-2003) and “Yes to Europe” (1993-1994), Carl Fredrik’s contributions were critical to the pro-EU side victory (52.3% of the votes) and Sweden entering the European Union on January 1st, 1995.

Carl Fredrik was a former board member for several well-known philanthropic organizations.  He was a part of the industry committee that that was responsible for creating the Stockholm Charter, which was later adopted by the International Communications Consultancy Organization (ICCO) that now serves as a global code of conduct for the PR industry.

The magazine Fokus, the largest politically independent journal in Sweden for summarizing and explaining the most important weekly happenings in detail, ranked Carl Fredrik as the 85th most politically influential person in Sweden in 2014. Carl Fredrik is regularly invited to hold lectures and contribute to articles for academic publication. His topics focus on leading-edge communication, entrepreneurship and organizational leadership. Carl Fredrik’s contributions are actively sought out by some of Sweden’s top universities, including the Stockholm School of Economics, the Gothenburg School of Economics, and Uppsala University’s Department of Business Studies. Since 2012, Carl Fredrik has lived with his family in Cape Town, South Africa.

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