Every Vitec Software Group company was invited to take part in this year’s Marketing Council, a two day gathering for marketing colleagues across the group, hosted at Ellery Beach House in Stockholm. Robert Tye, Chief Commercial Officer, and Stijn Roefs, Marketing Associate, represented ABS Laundry Business Solutions, joining a program built around brand strategy, artificial intelligence and shared learning.
The program opened with lunch at Ellery Beach House, followed by an introduction to the days ahead. Business units from across the group took turns sharing their own stories, offering a closer look at how marketing is approached in different markets within Vitec. Workshops, fika breaks and a group check in gave everyone the chance to reflect and connect between sessions, while the evening program included dinner and time together at the Coco Beach Club.
Carl Peyron, brand strategist and founder of Mind Your Brand, opened the program with a session on brand strategy across Vitec’s verticals. His lecture combined evidence based marketing science with practical brand architecture, and was followed by a workshop that translated the theory into tools the group could apply directly to their own markets. For ABS, the session offered a clear way of thinking about brand positioning within the industrial laundry sector.
On the second day, Andreas Misund Berntsen from Vitec Fixit shared how artificial intelligence can turn a single podcast recording into several types of content, drawing clear parallels with webinar production along the way. Øyvind Eliassen, also from Vitec Fixit, looked at how AI can help bridge product and marketing teams, starting from accessibility and user experience. The session closed with a short workshop in which participants sketched their own video podcast concept and explored how AI could extend its reach.
Vitec Intergrip and Vitec Appva each took the stage to share how marketing is approached within their own business units. Vitec Appva walked through how its team produces podcasts, covering planning, recording and the tools used to bring an episode together, giving the wider group a practical look at content production in practice.
For ABS, the Marketing Council was a valuable opportunity to step back from daily work, learn from colleagues across very different markets, and see how brand strategy and artificial intelligence tie into practical marketing work. Robert Tye and Stijn Roefs return with new ideas, new contacts and a clear appetite to bring some of what they learned into future ABS campaigns.
Vitec Software Group is a leading provider of vertical software, headquartered in Umeå, Sweden, and listed on Nasdaq Stockholm. The group develops and delivers standardized software for a wide range of niches, including pharmacies, banks, car workshops, real estate, healthcare, education and laundry and textile rental, the market in which ABS Laundry Business Solutions operates. Today, Vitec brings together around 1,870 colleagues across its business units, all working from a shared, entrepreneurial background and a long term view on the products they build.
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