Welcome Puk, our new Senior Strategist
Welcome Puk, our new Senior Strategist
Puk Ebsen has only been with us for two weeks and her energy at Advance is already unmissable. With years of agency experience, she brings a clear perspective on the value of strong strategy and believes the best work happens in trust-based environments where teams are empowered to shape the outcome together.
We spoke with Puk about what brought her to Advance, how she approaches strategy, and why leadership, curiosity, and culture matter so much in the work we do.
What made Advance the right next step for you?
For me, Advance stood out for two reasons: a strong leadership team and a healthy culture. Advance has two female Co-CEOs, which is not common in the agency world. It’s a huge value signal within the industry, and for me personally, it’s a daily reminder that I’m part of a team that shares the same culture and values as me. I take great pride in what I do, so it matters to me to be in an environment where leadership is inspiring, trust is real, and people are empowered to do their best work.
“For me, Advance stood out for two reasons: a strong leadership team and a healthy culture.”
In terms of culture, I believe a trust-based environment fosters the best results. Even during my first weeks, I’ve already noticed how much my colleagues care: people are busy, but they’re also curious and engaged, and I’m excited to be part of a team where people are invested in their work and in each other.
How would you describe your approach to strategy?
No matter the project, I always work with the same methodology: gather insights, build the strategy, activate it creatively, and evaluate the outcome.
The idea here is that strategy is a constant loop: the more data you gather through evaluation, the more you can feed into future insights so that the work stays relevant. In a world that is constantly changing, it’s important to keep evolving your approach, your work, and your strategic skillset.
“In a world that is constantly changing, it’s important to keep evolving your approach, your work, and your strategic skillset.”
What role does collaboration play in your work?
As a strategist, I’m aware that my work is not the final outcome. It lays the foundation for creative work, and for a project to succeed, it needs to be built together with a team that is strong in developing new ideas. The creative department at Advance is constantly challenging itself and pushing concepts further, and that opens up opportunities for great collaborative work.
On the client side, open dialogue from the start is very important. I always start by asking: what are your KPIs, what does success look like for you, and what insights do you already have? We bring an outside perspective, but clients are experts in their field and often have more insights than they realise. Collaborating from the start helps us better understand the industry and the product, which enables us to apply the best strategic approach.
What kinds of client challenges are you excited to work on at Advance?
I’m especially excited by international brand platforms. The more complex the challenge, the more interesting it becomes. At the same time, I’m excited to balance global clients with Danish accounts. There’s no better feeling than driving through the city and being able to say, “My team and I did that!”
“The more complex the challenge, the more interesting it becomes.”
What areas within strategy excite you the most right now?
High-level market trends are especially relevant right now. A lot is shifting in the world, and it’s affecting how we work, act, and interact. For audiences across both B2B and B2C, a sense of community and belonging will become increasingly important.
Community building is also one of the strongest drivers of brand equity. It adds an emotional layer to a brand and will become even more valuable as brands move towards a more trustworthy and hopeful view of the future.
If you could give one piece of advice to marketers right now, what would it be?
Work somewhere that prioritises a healthy culture and work environment. When we set high standards for our work environments, it has a positive ripple effect on ourselves, our teams, and our communities. Also, never settle. We work in an industry that is always evolving, and there is always another way to learn, grow, interact, and engage. I’m constantly reminded that I still have a lot to learn, and I hope I always will.