Paula Sonne appointed Head of Communications at SEK
SEK is strengthening its focus on communications. Paula Sonne has been appointed Head of the agency's communications business and will join the company's leadership team. She started in the role on April 1, 2026.
Communications has been one of SEK's fastest-growing business areas in recent years, and that growth is expected to continue.
Communications is a critical tool for building brands and growing their value, which sits at the core of what we do. Brands need to already exist in people's minds by the time purchase decisions begin — and increasingly, those decisions start with a search engine or an AI tool.
Rantala points to a shift already reshaping the industry: AI answer engines draw overwhelmingly on unpaid sources, pushing organizations to invest more heavily in earned and owned communications. "We're delighted to have someone with Paula's experience and strategic thinking to grow this business, which matters a great deal to us," he says.
Sonne brings more than 15 years of experience in strategic communications and marketing consulting. She joins SEK from TBWA\Helsinki, where she led communications.
Where business thinking meets creative impact
Sonne began her career in strategic consulting, where analytical thinking, business fluency, and the ability to drive complex change – particularly in B2B environments – were central to her work. She later built and led a creative communications function within a major advertising agency, focusing on experience design, storytelling, and cultural phenomena.
The best results happen when strategic thinking and creative communication come together
“Rationality sets the direction, but emotion is what moves people. I'm excited to bring these together at SEK and, with the team, build communications that hit even harder", Sonne says.
She sees a strong fit with SEK's own approach – one that combines brand-building with experiential impact and helps clients adapt quickly in a fast-changing world.
"This thinking resonates strongly with my own view, and I believe I can bring real experience in bridging communications and marketing – and pushing that bridge in an even more creative direction," Sonne adds.