Proposal · Panasonic Nordic × Miltton
Nordic Advertising Creation Framework FY2026–2027
Budgets are smaller than before. During FY2025–2026, most ad campaigns were run with existing material. For this year, the ambition is to update more — and at the same time start creating (or sense-checking) ads that are more aligned with the playbook findings.
Local tactical campaigns stay important — and on top of that, we want to grow the number of Nordic-level initiatives. Planning together where it makes sense gives us stronger ideas, more consistency, and better value for the budget.
For example
For example
Planning together at a Nordic level can:
Several important building blocks are already in place:
To take the next step, we need:
A shared process and setup that lets us turn around requests fast — clear intake, clear roles, and the right tools in place so nothing waits on a missing brief or approval chain.
A shared creative framework so assets across markets look and feel more alike — anchored in the European brand direction, with room for local flex.
Quarterly performance marketing check-ins to share results and learnings across markets — what worked, what didn't, and how it shapes the next wave.
Three distinct processes — so we can hit the notes for quick refreshes, new local campaigns, and bigger, more ambitious Nordic campaigns.
These are examples to illustrate how we'd work — actual steps, owners, and timings will be tailored per project.
Process 1
For existing campaigns requiring minor updates — updating visuals, adapting formats, refreshing copy, or creating additional sizes and versions.
Panasonic submits request to Camilla Sjögren and Netta Metsäaho. E.g. "Hey, I have these assets we had in our campaign before — would like to change the image and video to something refreshed, and update the copy a little to go hand in hand with the new image and video."
Within one working day, Miltton provides initial scope, estimated hours, estimated cost, and proposed timeline. E.g. "This looks like approximately 8 hours of work — 8h × €160/h = €1,280. We can deliver a first version by the end of the week and final assets within two working days after feedback."
Total: ~8–10 days
Process 2
For new local campaigns — idea creation aligned with the Panasonic playbook, visual development, copy, and final assets ready for launch.
Panasonic submits brief to Camilla Sjögren and Netta Metsäaho. E.g. "We want a new local campaign for the Nordic market launch — here are the objectives, target audience, key messages, and channels."
Within 1–3 working days, Miltton aligns the brief with the Panasonic playbook and provides initial scope, estimated hours, estimated cost, and proposed timeline.
Idea development and creative concept proposal, building on the playbook.
Total: ~3–4 weeks
Process 3
For new campaign concepts involving multiple markets. Managed case-by-case depending on scope, channels, and production requirements. A typical Nordic campaign runs across approximately 8–9 weeks.
Align on objectives, audience, budget, and success metrics.
Develop and evaluate campaign concept ideas.
Create campaign assets.
Structured feedback, sign-off, asset packaging, and deployment.
Performance evaluation and learning capture — happens along the campaign and after it ends.
Total: ~8–9 weeks
We recommend quarterly meetings to evaluate performance and plan ahead.
Rate: €160 / hour
| Activity | Hours |
|---|---|
| Visual updates | 2–5h |
| Copy updates | 2–5h |
| Editing & project management | 2h |
| Total | 6–12h |
Example deliverables
Estimated project value
€960–€1,920
| Activity | Hours |
|---|---|
| Idea creation (incl. alignment with playbook) | 8–10h |
| Visual development | 4–6h |
| Copywriting | 4–6h |
| Editing & project management | 4h |
| Total | 20–26h |
Example deliverables
Estimated project value
€3,200–€4,160
Local adaptation (one additional creative and/or copy update): 3–5h · €480–€800 per market. Idea licensing: €200–€500.
Scope dependent. A Nordic-level campaign could land somewhere around:
~€10,000
Depending on:
© 2026 Miltton Sweden · 22 July 2026