Carl Fredrik Sammeli is the founder of Prime and Member of the Weber Shandwick Global Leadership Team. Prime is the world’s most awarded PR agency by Cannes Lions in the period 2010-2016 and ranked as the 5th “bravest and best agency on the planet” by Contagious Pioneer 2017, which mapped all agency disciplines i.e. advertising, digital etc. 2016 the Global SABRE Award selected Prime as the Creative PR Agency of the Year. He has over 20 years of experience within entrepreneurship, business development, sales, strategy, public affairs, marketing and communication, and crisis management.
His primary clients include leading multinational companies, globally prominent NGO's, and a number of leading professional service firms within business law, management, finance and technology. He also works intensively with early stage entrepreneurs, family owned businesses and investment companies, focusing in different segments such as industry and tech.
Prior to joining Weber Shandwick, Carl Fredrik founded and on many occasions also chaired a number of Sweden’s most lauded companies within strategy, marketing, advertising and digital communication. His entrepreneurial track record includes two failures and seven successful investments. The top investments have given a return on investment more than 600 times the invested capital. He joined MTG, a leading international entertainment group with channels in over 130 countries, in 1998 as Head of Corporate Communication, becoming the youngest person at the time to ever have been appointed to such a senior position within a publicly listed company in Sweden.
The magazine Fokus, the largest politically independent journal in Sweden that on a weekly basis summarizes and explains the most important happenings in depth, ranked Carl Fredrik as the 85th most politically influential person in Sweden in 2014. Carl Fredrik is regularly invited to hold lectures and contribute with articles to academic publications in South Africa, the Nordics and elsewhere. Topics focus on leading-edge communication, innovation, entrepreneurship and organizational leadership including talent management. His passion is to develop both people and companies. He strongly believes in the positive force entrepreneurship has in creating a good society.
Since 2012 Carl Fredrik lives with his family in beautiful Cape Town, South Africa.