Communications agency

A communications agency develops the strategy, ideas and content a brand uses to reach its audiences and move them to act. At IW Agency, Comms is part of Full Circle, alongside Strategy, Design, Digital and Innovation. Our communication starts from the same strategy and identity as the brand, so each campaign adds to what the brand already stands for. What an assignment includes is decided together with you.

What does IW Agency do in communications?

We work in five areas.

Communications strategy and communication platform

A communication platform sets out what a brand should say, to whom and how, around a concept that lasts for years. The work can include audience insight, key messages and a creative concept that works in every channel. The Swedish food brand Kungsörnen first received a new brand platform and positioning, then a communication concept about uncomplicated cooking and family time. In 2024, Kungsörnen was Sweden's fifth most loved food brand.

Campaigns and activation

A campaign takes the concept into media for a set period. Activation should get people to buy or donate, or at least find out more about the brand. Our campaign work spans film, TV, radio, events, influencers and retail. We think a campaign should be judged on its effect on sales now and on the brand over time. How you weigh the two shapes how to split the budget between brand and performance.

Social media and content

In a social feed, a brand gets a few seconds among everything else, so people have to recognise it almost at once. We help with content strategy, formats for platforms such as TikTok and Instagram, and production.

Tone of voice and copywriting

Tone of voice is how a brand sounds. Copy is the writing that carries it: headlines, film scripts, pack copy and web text. We write guidelines with examples, and we write the copy itself. With a tone of voice that works for people and AI, the brand sounds the same whoever writes.

Employer branding

Employer branding makes the right people want to join and stay. The work can include an employer brand built on the same foundation as the customer brand, recruitment campaigns and careers site content. Candidates should meet the same brand as customers.

Selected work

Here is what communication built on the brand did for a biscuit, a charity and a bathroom brand.

Ballerina

Ballerina is a classic Swedish biscuit that, over time, had begun to lose its connection with its audience. To win that audience back, we created the 360 concept "Räddaren i sötnöden", roughly "the rescuer in a sweet emergency", with the mascot Kakan, a sonic logo, a red and yellow signature and a generous tone of voice. The concept runs on pack, TV, radio, social media, TikTok, events and with influencers. We produced the films ourselves, with a small team and a limited budget.

Sales were 32 per cent higher after the 2025 campaign than before it. Units sold rose 47 per cent on the previous year, and Ballerina is the number one biscuit in Sweden.

SOS Children's Villages

As competition for attention grew, donors demanded greater clarity and transparency from SOS Children's Villages in Sweden. The communication platform "A World for Children" combines seriousness with hope, within a shared system for design and communication. Positive attitudes towards the organisation rose by 91 per cent. In 2025 it reached four of the five goals in its brand tracking.

Gustavsberg

Gustavsberg, the Swedish bathroom brand, wanted to move from speaking mainly to professionals to inspiring more people, without letting go of the professionals. The concept "Funktion är skönhet" ("Function is beauty") gave the functional brand a more emotional voice, in a campaign of black-and-white close-ups. Click-through rate came in 300 per cent above budget, and CPM below it.

See more of our work.

How does IW Agency work with communications?

A communications assignment starts in the brand and ends with follow-up. It can look like this:

1. Start from the brand. We review the strategy and identity the communication will build on. If there is no lasting foundation, the work begins with brand strategy.

2. Define platform and concept. The platform states what the communication should achieve and for whom. The concept gives it an idea that holds over time. For the Swedish knife maker Morakniv, the concept "Quality takes no shortcuts" was developed alongside the visual identity.

3. Develop the idea for each channel. The concept becomes film, social formats, copy and activation, in one tone of voice.

4. Produce and roll out. Material is made for each channel and market.

5. Follow up. Results are measured against the KPIs set at the start, for both sales and brand.

Why choose IW Agency as your communications agency?

IW has worked with brands since 1992, when the agency was founded as Identity Works. The agency became IW Agency in May 2025 and has around 50 people. Strategy, Design and Comms sit within the same agency. From our office in Stockholm, we work with clients across Sweden, the Nordics and internationally.

Frequently asked questions

What does it cost to hire a communications agency?

Scope sets the cost. The main factors are whether a communication platform exists or needs creating, how many channels and markets the campaign reaches, and how much film and content is produced. Platform and concept are developed once. Ongoing social content is a recurring cost.

How long does it take to develop a campaign?

The biggest factor is whether the foundation is in place. A campaign built on an existing platform moves faster than one where platform and concept come first. The number of channels and markets, translation and film production also affect the timeline.

What is the difference between a communications strategy and a communication platform?

A communications strategy is the plan: which audiences, which goals and which channels. A communication platform is what the plan builds on. It covers what the brand says and how it sounds, gathered around one concept.

Do you need a brand platform before a campaign?

Communication is stronger when it builds on a clear brand platform, because campaigns then reinforce each other. If the platform is unclear, it pays to develop it first.

What is the difference between a communications agency and a creative agency?

The terms overlap. A creative agency is usually associated with ideas and production. A communications agency also takes responsibility for the strategy behind them: who should be reached and what the communication should achieve.

How do you start a communications project with IW?

Tell us what the communication should achieve and what the brand stands for today, and we will suggest a first step. Write to us at hello@iwagency.com or call +46 8 506 360 00.