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Executive Creative Director & Chair, Global Creative Collective at Weber Shandwick

Tom Beckman is the Executive Creative Director and Senior Partner at Prime PR, Sweden. Before joining Prime in 2005, Tom acquired over 15 years of experience in the communication industry, having worked as a copywriter, journalist and editor. With his extensive experience, Tom has a special focus on digital, global integrated campaigns and sustainability.

With a background in advertising, Tom has been a key player in building Prime’s multi-disciplinary offerings around digitization. His work for clients such as McDonald’s, Adidas and Carlsberg, includes creating social platforms with online games, web series and applications for web and smartphones. After years of experience working with NGOs, such as Save The Children, The Red Cross and The Swedish Cancer Society, Tom also became part of Prime’s Sustainability Group.  He has helped clients, namely Electrolux, Ericsson and Akzo Nobel, identify pivotal business opportunities and comparative advantages for an improved corporate status.

Tom became the head of Prime’s creative department in 2008, thereby leading Prime to one of the most awarded PR agencies in the world – topping the Cannes Lions ranking of PR agencies in 2010 and 2012, and as Global Consumer Agency in 2011 by The HOLMES Report. In addition, Prime has dominated the Swedish PR-awards, Spinn, in the past ten years, winning 22 Gold awards and 13 Silver. Tom’s work has also received multiple Golds in awards, such as Cannes Lions, Eurobest, SABRE, CLIO, and the Golden Egg.

Tom is frequently invited to speak at international events, namely Cannes Lions, Dubai Lynx, Eurobest, Spikes Asia, Ad:tech London, Global PR Summit in Miami and ICCO.  In addition, he regularly gives marketing lectures at top schools in Sweden, including Berghs School of Communication, Stockholm Business School and Stockholm School of Economics, and wrote several opinion pieces for Contagious Magazine.

As a TED Ads Worth Spreading Advocate, Tom is part of an exclusive group of industry experts who oversee the advertising initiative of TED.  For the past three years, Tom has a been part of the nomination and evaluation processes, working alongside TED Fellows with some of the most recognized names in the communication industry. Tom has also served as Jury President in Dubai Lynx, Young Lions and The Golden Egg as well as a jury member in Cannes Lions and CLIO.

Photograph: Teodor Axlund.

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