Episode 7 - Pernille Kok-Jensen // Director Cultural Insights at Fitzroy Communications


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Pernille Kok-Jensen has more than 15 years of experience working turning trends and consumer insights into strategy. She helps brands remain relevant in their competitive field by offering tailor-made future perspectives on demand. She looks sideways and dives deep in order to understand what consumer culture is all about. She has a firm grasp of emerging trends and their impact in various industries such as food, retail, and luxury and she is an expert on target groups such as Gen Z, Millennials and Fifty-somethings. Pernille is a published author and an award-winning keynote speaker (Esomar, MIE).

In 2019 she joined forces with Fitzroy where she set up shop to provide clients with cultural insights. Fitzroy is a boutique agency that develops and nurtures distinctive brands. We empower them to challenge the market and set their path for business success.

We serve clients across a range of industries and geographies, including Grolsch/Asahi, PepsiCo (Doritos, Quaker, Bugles), Zilveren Kruis, AkzoNobel, InShared, M&M’s, Sportlife and Big Green Egg.
Despite our relatively small size, we have built a strong track record in the field: Gold Effie Award, 2 Gold Esprix Awards and Gold Spin Award.

Pernille was born in Denmark (1976) and grew up as an expat kid in Africa and Asia. She holds a Bachelor of International Media and Culture (University of Roskilde, Denmark/Université de Bourgogne, France) and a Master of Arts (University of Amsterdam). In her early twenties she moved from Copenhagen to Amsterdam, where she worked as a performance artist in the dance circuit, and worked as a stylist, producer and a creative writer. Her combined skills and network of creative mavens landed her a job at Frame Publishers (2004) as Assistant Editor and Art-Buyer. Later she became Trend Analyst and Design Manager at Streative Branding (2006). In 2008, Pernille developed MARE’s trend department which includes a highly curated network of forefront experts. Her vision and interdisciplinary approach play an essential part in how the company is positioned in the market today.