The magic of three artists: 90 years on the creative road

SEK's story began with creativity. Three artists founded a design studio, and its magic still carries us 90 years later. Artistry and creativity have always been at the very heart of SEK.

We have attracted people who want to use their creativity to build brands, create phenomena, grow businesses and make a difference on things that matter. That passion carried us through wartime and recessions too. Sometimes we trembled a little, but in the end we always came out on top.

We are known for iconic ads and catchphrases, superb visual work and brand acts that make people sit up. What is sometimes forgotten is the wider social significance of it all. We have built iconic Finnish brands and helped many companies go international. Alongside that, we have always worked, and still work closely, with public bodies and organisations. During the war, our clients included the Ministry of Finance, the Ministry of Supply and the Kansanapu relief organisation. Not to mention everything we have done in the decades since.

Under the umbrella of creativity we also count so-called analytical creativity and business thinking. Our founders invited Aarne Salomaa to become the first salaried managing director, and he later became the company's owner. Salomaa was a pioneering champion of marketing who effectively brought commercial thinking into the discipline. We spread the gospel of selling in many ways, for example by launching the magazine Myynti & Mainonta (Sales & Advertising) in 1945. It was later renamed Sektori, and its story runs all the way to 1977. Now, in 2025, that story continues with a unique one-off edition.

A whole group of companies, Salomaa-yhtiöt, has grown up around SEK's creativity. Dagmar, which grew out of one of SEK's planning teams just over 50 years ago, is part of Salomaa. The group also includes Quru, Kaski and Radly. We can also say with pride that many of the top agencies in our industry were founded by professionals who once worked at SEK. There is good reason SEK has been called the university of marketing.

Turning our gaze closer to the present, to around ten years ago, it's fair to say SEK was in real trouble. The finances had stalled badly and our reputation was not much to speak of either. Since then, we have made a significant change of direction. Today we are one of the largest and most profitable agencies in Finland.

I have worked in marketing for more than 20 years myself. Over those years I have built a deep understanding of the industry. I'd say I know its people, its ways and its clients pretty well. I have been at the helm of SEK since 2017. Our central goal has been to build a creative, winning and humane culture at SEK. We want to be a house of good people that produces the strongest work and where people want to work. It has been great to hear from colleagues and former SEK people that SEK is finally back where it belongs.

Jaakko Rantala
CEO
SEK

Originally published in Sektori, SEK's magazine.