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Mynewsdesk report finds Nordic brands ahead of the global curve

Press release   •   Jun 18, 2013 11:33 BST

·  Neste Oil and Novo Nordisk top benchmark study

·  92% of brands realising the importance of good images

·  50% including multimedia content for journalists

London, 18 JUNE 2013: Following its survey of how the world’s top 100 brands are using online newsrooms, a new report from Mynewsdesk has found that the top Nordic brands are leading the way and making better use of their online newsrooms. In an improvement over the global study, every brand had some sort of newsroom and scored higher with an average score of 55% - a marked improvement over the global average of 38%.

The Mynewsdesk benchmark study of leading Nordic companies – What’s the Story? – is available for download here. It took the top 50 Nordic brands as identified from the Forbes Global 2000 and benchmarked them against a set of criteria looking across seven categories including content, social media and contact.

Neste Oil from Finland (with 79%), Novo Nordisk from Denmark and Fortum from Finland occupied the top three places in the study, but scores were as low as 20% suggesting that while many Nordic brands have been quick to embrace digital content, some are still lagging behind.

One of the areas where Nordic brands really raised the bar was in their use of multimedia content. Where only 29% of global brands were using multimedia content, in the Nordics 50% of the top 50 brands were including content such as video with their news stories. On top of this an impressive 92% had an image library on their newsroom and only 2% closed these off to those outside the press, a much more open approach compared to the global companies.

“As a Nordic company ourselves it’s promising to see that the leading companies in the region are ahead of the global average in how their using newsrooms and sharing digital content, said Peter Ingman, CEO at Mynewsdesk. “A newsroom is often the first port of call for influencers looking to find out information about your company and it’s important to have a good mix of content and to make sure it’s regularly updated. While on average the leading Nordic companies scored higher than the top global brands, there’s still clearly some work to be done, with 28% failing to keep content up to date and only 55% linking to social networks.”

The full benchmark report - What’s the Story? - offers best practice guidelines and top tips for a successful online newsroom, with practical information, expert opinions and real-world examples. Download the full report free of charge here in English, here in Swedish, here in Norwegian or here in Danish.


Notes to Editors


Based on a decade of experience developing newsrooms for companies across the world, the Mynewsdesk team devised a set of best practice criteria, in conjunction with professionals from across the communications industry. Mynewsdesk then evaluated the top 50 Nordic brands (as identified from the Forbes Global 2000) against these criteria and assigned each a score, up to a maximum of 58 points.

The companies assessed were:   Maersk,  Novo Nordisk, Danske Bank, Carlsberg Group, TDC A/S, Jyske Bank, Nordea, Volvo Group, SEB, Handelsbanken, Telia, Swedbank, H&M, Atlas, Copco, Sandvik  Skanska, SKF, Svenska Cellulosa AB, Electrolux, Assa Abloy, Investor, Tele2, Autoliv, Kinnevik, L E Lundberg, Alfa Laval, Boliden AB, Swedish Match, Hexagon AB, Getinge Group, Telenor  DNB, Norsk Hydro, YARA Interational, Orkla, Storebrand, Aker Solutions, Gjensidige, Statoil, Fortum, Nokia, UPM-Kymmene, Stora Enso, Kone  Metso, OP-Pohjola Group, Neste Oil, Wärtsilä, Nokian Tyres and Kesko.

About Mynewsdesk

Mynewsdesk empowers users to manage the entire online media centre function, without any need for IT support.  It offers a single platform to manage an organisation’s content, news, social media channels, multimedia assets and influencer outreach. It is used by organisations of all sizes and sectors, from lifestyle to manufacturing, government, multinationals and SMEs. For more information, visit

Media contact:

Darren Willsher / Andrew Hill

EML Wildfire Tech PR

+44 20 8408 8000

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