The catalyst for launching Superson was my own frustration with the traditional agency model while working at Red Bull. I saw how the different agencies were all just trying to get a piece of the same pie, rather than truly collaborating to deliver the best solutions for the client. That's when I decided there had to be a better way - an unbiased, talent-first approach that puts the client's needs first. That vision became the foundation for Superson.
Tell us about the business – what it is, what it aims to achieve, who you work with, how you reach customers and so on?
Superson is not an agency, it’s more like an operating system, and a growth partner for companies and ambitious brands to expand their global reach. We assemble the best possible talent teams for each client project, rather than relying on a fixed in-house team. This allows us to be truly unbiased in our approach and recommendations, building bespoke teams that fit the job and are able to see it all the way through, without rotation, instead of shuffling people from the “bench”.
We are drawn to and work with a diverse range of highly ambitious and driven clients, from small startups to large public companies, across sectors like pharmaceuticals, IT, food and beverage, fashion and sports. We reach these customers through our reputation, referrals, and targeted outreach, focusing on brands that share our vision of growth and global expansion.
How does Superson answer an unmet need?
Superson answers an unmet need by providing a truly unbiased, talent-first model. Unlike traditional agencies that are beholden to their own internal teams and services, the bench, we have no such constraints. We can objectively assess a client's needs and assemble the optimal team to address them, even if that means recommending solutions outside of our own capabilities. We can even reimagine products from the ground up together with global clients. This allows us to deliver better outcomes for our clients and we get to keep learning and growing as we go.
How has the business evolved since its launch?
Superson was launched in 2012, and in the early years we faced a lot of challenges convincing the market about our unique specialist-driven model. Frankly, the market just wasn’t ready yet. However, in 2017 we reached a major milestone when we were named Agency of the Year in Finland, validating our approach and giving us the drive to push forwards and expand beyond country borders.
So in 2018, we started looking at international markets, ultimately launching in Singapore in 2019. More recently, in 2022, we expanded to Amsterdam when we joined up with Made In Amsterdam (M.I.A) as well. Throughout this growth, we've refined our processes and technology platform to better support our global client work.
Tell us about the working culture at Superson?
At Superson, we've worked hard to maintain a strong company culture despite our geographic expansion. A key part of this is our commitment to collaboration - we have no internal boundaries, with teams across Finland, Singapore, and Amsterdam freely sharing clients and resources.
I also try to lead by example, being very hands-on with client work and making myself highly accessible to the team. We have shared values around being unbiased, entrepreneurial, and focused on delivering exceptional results for our clients. And of course, we have fun along the way - the culture is vibrant and energetic.
What's in store for the future?
Superson is gearing up for an exciting future. We’re exploring new global hubs to ensure we’re exactly where our clients need us to fuel their growth. At the same time, we’re investing in cutting-edge technology to streamline processes, making it easier and faster for our clients to scale.
Our mission is clear: to be the trusted partner for brands ready to expand internationally with speed, agility, and fresh perspectives. By taking care of the heavy lifting, we free our clients to focus on what they do best—building exceptional businesses.
How are you funded?
Superson is currently independently funded, having had one key investor who helped us in the early days, but for the most part we've reinvested our earnings back into the business to fuel our growth.
As we look to expand further, particularly into new geographic markets, we may consider taking on additional investment, who knows. But our priority is to continue demonstrating the strength of our model and achieving the right proof points before pursuing that route. We want to be selective and strategic about any outside funding.
What has been your biggest challenge so far and how have you overcome this?
One of the biggest challenges we've faced is building trust with larger, more traditional B2C companies that are accustomed to the fixed-team agency model. Convincing them to embrace our more flexible, freelance-driven approach has required a lot of education and demonstration of results.
The market will eventually adapt and evolve, but in the meantime, we've overcome this by focusing on a few key sectors where we've been able to build a strong track record, like pharmaceuticals, tech, sports and sustainability focussed companies. By delivering exceptional work in these areas, we've been able to gradually expand our foothold with bigger brands. It's been a slow and steady process, but our unique model is starting to gain more widespread acceptance.
What one piece of advice would you give other founders or future founders?
My top piece of advice for other founders would be to focus on being excellent at one or two core things, rather than trying to be a generalist. It's so tempting as a founder to want to do everything, but I've found that the most successful companies are the ones that really hone in on a specific expertise or niche.
The key is to start at the top - identify the most promising, high-value market segments and target those relentlessly. Build a reputation for being the best in that space, rather than spreading yourself too thin. Once you've established that strong foundation, you can look to expand into adjacent areas.
Resist the urge to become a jack-of-all-trades. Stay focused on your core competencies and do them better than anyone. That laser-like focus will serve you much better in the long run than trying to be all things to all people. It's a lesson I've learned the hard way, but one that has been invaluable for Superson's growth and success.
And finally, a more personal question! What's your daily routine and the rules you're living by at the moment?
My daily routine starts with a bit of yoga and meditation to center myself before the day begins. I then make sure to come into the office, as I find that change of environment and being around the team to be really important.
Throughout the day, I try to fill my calendar with as many client meetings as possible. I get the most energy and satisfaction from that direct interaction, and I believe it allows me to bring the most value to the company. It also sets a good example for the rest of the Superson team.
Beyond that, I'm a serious consumer of podcasts, business media, and the occasional industry publication. I find it crucial to stay up-to-date on trends and developments, both in our sector and the broader business landscape. It helps inform my decision-making and keeps me inspired.
