When Accountor Software, 24SevenOffice and Heeros joined forces to become Finago, one of the largest business software companies in the Nordics was born.
Miltton helped Finago bring its international brand concept to Finland in a way that felt relevant and meaningful to local audiences. The work involved rethinking the brand and its launch for the Finnish market: creating a new creative lead concept, rewriting key messages, and developing hyper‑local executions. The result was a cohesive, credible and distinctly Finnish version of Finago.
An international brand does not automatically work in Finland as such – it needs a local twist.
Building local relevance requires a deep understanding of culture, media environments and audience expectations.
A strong core idea can take many local forms, as long as its essence remains intact.
Finago’s brand was built on a strong international concept designed to scale across markets. In Finland, the key challenge was to ensure that the new name and identity felt meaningful rather than distant. This called for a local interpretation that took into account the Finnish business landscape, language and communication norms.
True localisation is not linguistic, but cultural. For a brand to build trust in a new market, it needs to speak to its audience from their own realities, values and operating environment – without compromising the brand’s core.
Miltton developed a new creative lead concept for Finago in Finland and rewrote the campaign messaging for local audiences. All campaign elements were adapted to the Finnish media environment, and the overall execution was strengthened through hyper‑local insights that made the brand instantly recognisable and relevant at launch.
Finago’s international brand took root in Finland in a controlled and credible way. The cohesive campaign made the new name approachable and laid a strong foundation for Finago’s brand in the Finnish market
Let’s talk more!
Emma Autio
Director, brand consulting Miltton Finland +358 405 784 484 emma.autio@miltton.com
