Nordic Morning Group Plc has entered into an agreement to divest Nordic Morning and Mods to H&H Group, a Swedish-based group of communications agencies. Nordic Morning is one of the Nordic region’s leading business partners in data-driven marketing with the aim of driving growth for its client. Mods is one of the world’s leading retouching and PreMedia studios.

During a major change process undergone across Nordic Morning Group in recent years, Nordic Morning has transformed to create a strong and integrated offering packaged as a digital growth engine, where specialists in digital marketing, digital development, marketing automation, design, content, AI, tech and data work together to drive growth for its customers’ business.

“I’m very proud of the customer-centric strategic changes we have accomplished together with the cultural shift towards self leadership during the past five years – all done in great collaboration with our engaged and competent people. Data-driven marketing is accelerating in the Nordics and I strongly believe H&H Group is a great fit for Nordic Morning’s further development”, says Anne Årneby, CEO of Nordic Morning Group.

“Nordic Morning’s and Mods’ offerings complement H&H Group’s existing offering in partly new areas, and make our overall offering even stronger. We are pleased to welcome all these highly skilled employees to H&H Group and look forward to developing the operations further together with the management of Nordic Morning and Mods”, says Martin Petersson, President and CEO of H&H Group.

The combined net sales of the divested companies were approximately EUR 29.8 million in 2020 and they employ around 170 people in Helsinki, Stockholm, and Malmö. Nordic Morning and Mods will join H&H Group as of 31 January 2022.

After the closing of the transaction, Nordic Morning Group will comprise the operations of Edita Publishing and Edita Prima. The newly formed Group will be renamed. In connection with the divestment, Anne Årneby will move into a position of a Senior Advisor, effective 1 February 2022, to oversee the transition until June 2022. Kristiina Kujala, now CFO of the Nordic Morning Group, has been appointed acting Group CEO, effective 1 February 2022.

“With the evolving customer needs and consolidation in the market, the Board of Directors of Nordic Morning Group has concluded that the best option for the Group is to change its strategic direction and focus fully on the development of Edita Publishing and Edita Prima businesses. Both are showing strong financial performance, and have excellent opportunities to develop and grow”, says Jukka Ruuska, Chairman of the Board of Nordic Morning Group.



Anne Årneby, CEO of Nordic Morning Group
Ph: +46 70 860 65 86


About Nordic Morning Group

The close cooperation between Nordic Morning Group and its customers is geared to drive growth. The Group consists of three business areas. Nordic Morning transforms businesses with data-driven marketing and digital services. Edita Prima offers customer journey and transactional print solutions that help its clients communicate more efficiently, and Edita Publishing is a specialist in smart learning and legal information services. The Group net sales were EUR 73.9 million in 2020, and it employed 372 experts.


About H&H Group

H&H Group is a partner-owned leading eco-system of communication agencies. Together with our clients we create relevant communication that enables growth, creates value and builds trust. The group has a fee income of about SEK 460 million and some 360 employees with offices in Stockholm, Malmö, Linköping and London. H&H Group comprises Hallvarsson & Halvarsson, Comprend, Springtime-Intellecta, Identx, Jung Relations, Creo, Involve, Consilio, Bysted, Savvy, BerntzonBylund, Mindmakers, Socialminds och Wonderland.