Nordic Leisure Travel Group (NLTG), the largest travel group in the Nordics, has chosen Perfect Fools together with Danish agency Robert/Boisen + Like-Minded for a long-term Nordic assignment covering the brands Ving, Spies, and Tjäreborg.
The agencies will jointly be responsible for developing and managing NLTG’s new Nordic communications concept and building the creative universe that will unite and strengthen the brands across all markets.
For Perfect Fools, this marks the first major new client win since the agency’s new ownership structure was established this summer, when Tre Kronor Media and international marketing and technology company Making Science became partners. The collaboration represents the start of a new chapter where creative excellence, media intelligence, and technological innovation come together to build brands that truly matter to people.
“It’s incredibly exciting to work with such iconic brands as Ving, Spies, and Tjäreborg. But what makes this assignment truly inspiring is having a client that is both ambitious and brave—willing to challenge conventions and explore new ways of collaborating to create communication that makes a real difference. That’s exactly the kind of challenge we love to take on at Perfect Fools,” says Klas Lusth, CEO at Perfect Fools.
A collaboration built on shared values
The dual-agency setup was initiated by NLTG itself, recognizing the potential to combine the strengths of two creative cultures. By bringing together Perfect Fools and Robert/Boisen + Like-Minded, NLTG aims to ensure a strong Nordic perspective and a unified team built on shared values.
“These are two agencies that complement each other in a unique way, both with strong strategic and digital capabilities grounded in consumer insights and bold ideas. We’ve also involved creatives from Norway and Finland early on to ensure that the concept resonates powerfully across all markets. We’re confident that this partnership will amplify our communication and create a creative universe that delivers even greater impact from our investments,” says Camilla Everberg, Chief Marketing, Sales & Digital Experience Officer at NLTG.
A joint Nordic working group is now established, collaborating closely with NLTG’s central marketing teams in both Stockholm and Copenhagen. The ambition is to craft a powerful, emotionally resonant communication platform that works seamlessly across the region while maintaining local relevance and nuance in each market.
For Perfect Fools, the win is not only proof of momentum in its new phase but also a reflection of the agency’s philosophy of modern collaboration. Just as with Tre Kronor Media and Making Science, the partnership with Robert/Boisen is about challenging traditional structures and building flexible, courageous teams that share responsibility and vision.
When creativity, media, and technology meet without hierarchy, the result is communication that is relevant across markets and truly moves the business.
The first joint campaign universe for NLTG and its brands, including Ving, will launch later this year.
