It may sound contradictory, but I believe truly effective branded content will be defined by a combination of AI and authenticity. People can see through anything that feels forced or fake, yet AI can make our work faster and smarter. The key is using it with care — as a tool that supports the creative process, not something that replaces it.
Key Insights
Simply put, the data shows what truly works. Content is only good if it delivers results — no matter how great it may seem on paper. That’s why continuous optimisation is essential to keep improving performance for clients.
Signature Work Achievements
Maria Ekman has been working with native advertising since early 2014, as an editor and managing editor at the performance agency N365, which was a pioneer of native advertising in Sweden. Together with the company’s other co-owners, she took part in a major growth journey as the business expanded into several international markets and later merged with Mediaplanet — forming what is today Caybon.
After more than eight years at the agency, she left the company and moved to the north of Sweden. There, she first spent a couple of years working at an advertising agency, and since 2024 she has been employed at NTM Media, where she leads content development and drives the editorial team forward. Her team is spread across different locations and works across all of NTM’s 17 local news paper brands.
Career Lessons
By trusting your team, involving them, and being transparent, you create the conditions for real results.
