The World: Malmo Niclas Froberg in new media agency network launch

Niclas Froberg, MindShare's former Nordic chief executive, is setting up a new media agency network, which he plans to launch in eight or ten European markets this year.

The so-called United Nations network will open its first office in Stockholm at the beginning of August, in partnership with the consultancy group Results International.

The venture plans to expand rapidly throughout Europe, with the UK, Germany and Scandinavia a priority.

Froberg, who left MindShare in 2005, will have a 50 per cent stake in the network. The rest of the shares will be divided between Carl-Johan Grandinson and Jacob de Geer, the founders of the digital marketing company Tradedoubler. "We have already had talks with a number of potential customers," Froberg said.

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