What Spotlight DP does

Spotlight Communications is a Stockholm-based strategic and creative PR and integrated marketing communications agency founded in 2005 by Axel Lagerbielke and Johan Wetterqvist. The firm serves enterprise and mid-market B2B clients across technology, consumer goods, real estate, finance, professional services, telecommunications, and healthcare, offering an integrated portfolio spanning Public Relations, Thought Leadership, Digital Marketing, Integrated Campaigns, AI Visibility (GEO/AEO optimization), Crisis Management, and Media Training. Its core technology stack combines custom AI tools (Content-GPT for brand-trained content production and Strategi-GPT for strategy-aligned communications evaluation), internal AI capability-building via a recurring AI Lunch format, and human creative oversight to deliver earned, owned, and paid media campaigns with measurable business outcomes such as brand visibility, media reach, and sales uplift.

The company operates on a retainer- and project-based professional services model with custom multi-year contracts negotiated per engagement; revenue is generated through agency fees scoped by team composition and campaign complexity rather than published rate cards. Spotlight has remained privately held and independently owned by its founders since inception, with no external funding rounds recorded. Its GTM motion is sales-led, combining direct enterprise outreach, RFP participation, thought leadership content, industry events (notably Almedalen), IPREX network referrals, and award-driven credibility (SABRE Awards EMEA 2025 Gold, Spinn 2025 Gold, multiple Golden World Awards, 100-wattaren wins). In March 2022, the firm consolidated with its digital marketing sister agency Dper under the unified Spotlight brand, and in 2025 it launched both an AI Visibility service and an adjacent consumer e-commerce venture (Spotlight Lightning), diversifying revenue streams beyond traditional agency retainers.

Name

Spotlight DP

Legal name

Spotlight Communications

Website

https://spotlightcom.se

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Spotlight Communications is a Stockholm-based integrated PR and marketing agency founded in 2005 that serves enterprise and mid-market B2B clients across technology, consumer goods, real estate, and finance with AI-enhanced PR, thought leadership, and digital campaign services.

Ownership category

akta.pro rank

Product category

Public Relations and Marketing Communications Services

NAICS

Advertising, Public Relations, and Related Services (5418), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Media Relations & Press Office Services (MPAAADAI)

akta.pro secondary industries

Thought Leadership & Executive Visibility (BPAFADAG), Event PR & Communications Support (BPAFADAO)

Keywords

• Public relations services
• Integrated communications agency
• Digital marketing services
• Thought leadership communications
• Crisis communications consulting

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Professional Services / Consulting Retainers: Spotlight generates revenue primarily through retainer-based consulting engagements and project fees for integrated communications, PR, thought leadership, digital marketing, and crisis management services. Revenue is derived from agency fees based on scope, team composition, and engagement duration. The company reported revenue of 38.4 Mkr in 2021 with double-digit growth.
2. Integrated Campaign Services: Revenue from planning and executing integrated campaigns combining earned media, content marketing, social media, video production, digital advertising, and event activations for clients across various industries.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Spotlight is a strategic and creative PR and marketing communications agency based in Stockholm that provides integrated communications services combining AI and data-driven insights with creativity. The agency delivers Public Relations, Thought Leadership, Digital Marketing, Integrated Campaigns, AI Visibility, Crisis Management, and Media Training services to enterprise and mid-market B2B clients across Sweden and internationally.

Product overview

Spotlight DP is a strategic PR and marketing communications agency in Stockholm offering integrated communication services. The portfolio consists of core services (Public Relations, Thought Leadership, Digital Marketing, Integrated Campaigns) combined with specialized offerings (AI Visibility, Crisis Management, Media Training). The agency combines AI and data-driven insights with creativity to deliver measurable business results. They merged with sister agency Dper in 2021 to offer comprehensive digital marketing alongside traditional PR capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Relations Traditional PR services focused on media relations, earned media coverage, and news value-driven communication strategies for building brand visibility. For enterprise and mid-market B2B clients across technology, consumer goods, finance, and other sectors.
• Thought Leadership Strategic positioning of company executives and experts as industry thought leaders through content creation, speaking opportunities, and media visibility. For enterprise B2B clients seeking to establish category authority.
• Digital Marketing Performance-driven digital marketing including advertising, content marketing, social media management, and conversion optimization. For enterprise and mid-market B2B clients.
• Integrated Campaigns Coordinated multi-channel communication campaigns that combine earned, owned, and paid media for maximum business impact. For enterprise clients across multiple verticals.
• AI Visibility Specialized service helping clients gain visibility and citations in AI-generated responses and AI search results (GEO/AEO optimization). For B2B brands seeking presence in AI search channels.
• Crisis Management Reactive and proactive crisis communication services including crisis response, prevention strategies, and crisis management planning. For enterprise clients facing reputational risk.
• Media Training Interview preparation and spokesperson coaching including theoretical training, practical simulations, message platforms, and ongoing coaching. For executive spokespeople and corporate communications teams.

Quantifiable outcome

• 300% revenue growth and doubled Stockholm market share for Bjurfors (2016-2021)
• +9 more outcomes

Named customers23 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• IPREX Global NetworkcoreStrategic or Co-development Partner · 1 January 2025Spotlight is an active member of the IPREX global communications network, which spans 100+ markets worldwide. Two of Spotlight's team members (Hermine Bond Wollin and Tove Gross) completed the IPREX Academy, a nine-month international leadership program for the next generation of leaders within the network. The partnership enables Spotlight to serve international clients through collaboration with partner agencies across multiple countries.
• Dper (merged)coreStrategic or Co-development Partner · 1 January 2022Dper, the digital marketing sister company founded in 2017, was fully merged into Spotlight in March 2022. The merger unified PR and digital marketing capabilities under one brand, enabling full integration of earned, owned, and paid media services. This was described as a strategic move to strengthen the agency's integrated communications offering.
• IsobarminorImplementation/ SI/ Consulting Partner · 1 January 2021Spotlight collaborated with Isobar (part of the Dentsu group) and MKTG on the Coca-Cola Football Pizza campaign during UEFA Euro 2020, combining creative, digital, and experiential marketing expertise.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Brunswick Group: Global strategic communications advisor specializing in corporate, financial, and crisis communications. Comparable in enterprise-level PR and crisis advisory but serves much larger multinational clients across global markets.
• Edelman: Global communications marketing firm with a Stockholm office serving enterprise clients. Overlaps on integrated PR, thought leadership, and digital services but operates at far greater scale and offers broader geographic reach.

Direct peers

• Springtime: Stockholm-based creative PR and communications agency serving technology and B2B clients. Direct competitor in the Nordic tech PR segment and a known talent competitor (Aron Samuelsson previously worked at Springtime before joining Spotlight).
• Westander: Stockholm-based PR and public affairs agency with strong media relations and B2B focus. Comparable boutique size and Swedish enterprise client mix, often competing for similar mandates.
• Kreab: Stockholm-headquartered global communications and public affairs consultancy with strong financial sector and corporate communications expertise. Direct competitor in integrated PR services across Nordic enterprise clients.
• Narva: Swedish communications consultancy with focus on sustainability, public affairs, and corporate communications. Direct competitor for similar enterprise and public-sector clients; also a known talent source (Mariam Ali previously worked at Narva).
• Rud Pedersen: Nordic public affairs and communications consultancy with offices in Stockholm, Oslo, Copenhagen, Helsinki, and Brussels. Comparable in integrated communications and corporate affairs work, with broader Nordic footprint than Spotlight.
• Geelmuyden Kiese: Nordic communications consultancy headquartered in Oslo with offices across Scandinavia, offering integrated PR, public affairs, and crisis communications. Comparable in service breadth and enterprise focus, with broader geographic reach across the Nordic region.
• Hallvarsson & Halvarsson: Stockholm-based independent PR and corporate communications consultancy with a comparable enterprise client base and integrated earned/owned/paid offering. One of the most established Swedish PR firms and a direct benchmark for Spotlight's positioning.
• M Gruppen (formerly H&K Sweden): Swedish communications agency with broad PR, content, and digital marketing capabilities for enterprise clients. Direct competitor in the Swedish market and a known talent competitor (Tove Gross previously worked at H&K).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SpotlightPRse
• LinkedInlinkedin.com/company/spotlight-dp
• Instagraminstagram.com/spotlightcom.se

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Spotlight DP