Patrik Anckar is an experienced international business executive, a full-scale strategist, a former Professor of Marketing, a serial entrepreneur and a business advisor. He is currently running his own company consulting firms on various strategic and leadership issues, offering interim management, doing turn-around projects, coaching entrepreneurs and executives, orchestrating restructuring and mergers, and nurturing his own companies.

His area of expertise is within strategic leadership, business development, restructuring and international marketing. His business experience varies from listed MNCs to SMEs, from industrial settings to service providers, from growth generation to downsizing, from entrepreneurships to board memberships, from acquisitions to exits and from brand marketing to CEO positions.

His mission is to contribute to “Sustainable Storylines & Sustainable Leadership”. What he has learnt the hard way over the years is that stories and leadership cannot work well without each other. A good film needs a great storyline, and great acting. Poor acting lets a good storyline down, and great acting will not make up for a poor storyline.


The Marketeer

Patrik holds a Ph.D. in Marketing, a Master’s Degree in International Marketing, and another Master’s Degree in Advanced European Studies. He has been a Professor of International Marketing at the Åbo Akademi University. One of the highlights of his academic career was to be the first Finn ever to publish in “The Journal of Marketing”, by far the most prestigious journal in the field.

Apart from that he has published four books and several international articles in the field of international business. Although his work as a general manager has brought him insight into all aspects of business, the love for marketing will always be there. And then we are talking about marketing as a comprehensive core activity of creating customer value, not as a mistreat of just promotion.

Patrik is active in Smartbutlers Oy, a marketing outsourcing agency.

The Strategist

First and foremost, Patrik is a strategist. His background as a scientist has paved the way for a career in strategizing. Not a single strategy or business plan has left his hand without proper data crunching and industrial insight. He is a strong advocate of bold positioning and real differentiation. He is not a mere think tank, but rather an operational enabler making sure strategies are put to work.

His early strategic work includes product strategy for Nokia Mobile Phones and IPO strategy for Teleste. Since then, there has been a great number of brand strategies, corporate strategies, growth strategies and funding-oriented business plans.

Having been in charge of the whole strategic process, he knows that creating strategies is one thing, implementing them is another. He has seen so many models, heard so much buzz, read so many management books and seen so many strategies fail that he has become a great fan of simplicity. Why make it complicated, when it most often comes down to a few words of wisdom. Consequently, modifying strategies into sustainable storylines is key. Storylines that are credible, far-reaching, different, understandable and doable. Patrik usually flavors his storylines by slogans and corresponding visuals.

The Executive

Patrik has been an executive in high tech, banking, FMCGs, leisure vehicles, advertising and construction. He has managed people and projects all over the world. He has held positions like CEO, Managing Director, VP-Sales & Marketing, Export Director, Regional Director and Strategic Executive. He has contributed to global market leadership, Nordic market leadership and several Finnish number one positions.

He has managed ups and downs. He has ramped up factories and shut down factories. He has acquired companies and divested businesses. He has grown businesses from scratch to leading positions and downsized firms to a minimum.

Patrik offers interim management ranging from 100 days to 500 days. These may be turn-around projects or growth projects, where he either acts as the managing director, a functional manager supporting the managing director or a project manager supporting the board. Although his services are very hands-on, they are anchored in a bigger picture, part of a strategic initiative.

The Advisor

Patrik is an active business advisor, helping entrepreneurs and firms in terms of value enhancement, restructuring, fund raising and corporate governance. He is willingly sharing his insight from twenty years of management teams and board of directors, both the good one (the do’s) and the bad one (the dont’s). He has orchestrated more than thirty mergers and acquisitions, raised funds for dozens of firms ranging from start-ups to international companies, and audited numerous management teams and boards.

He is primarily working through Advisory Boards as an outside expert supporting business owners and management in decision making. He has had 25 Board of Director memberships over the years (Nordic companies), of which about half as the Chairman. Lately he has cut back their number as to focus on only a few where he really thinks he can contribute.

Well familiar with the venture capital market, it happens that Patrik invests himself in interesting companies. At present his own portfolio includes firms offering remote technology, damage renovation, marketing outsourcing, and importing.

The Coach

As a coach, Patrik trains entrepreneurs, managers and business students. He is a popular lecturer and guest speaker. It has been said about him that “For once a speaker that knows what he is talking about”, “The best substance of the day” and “The speaker’s honesty and personal experiences gave the performance a very positive flavor” (Leadership 2012 Helsinki).

Patrik also runs several training programs on issues like strategic leadership, growth generation, internationalization and differentiation. Some of them are sponsored by the Finnish Centre for Economic Development, Transport and the Environment.

Two decades in the corner room or next to the corner room has taught him that it is lonely at the top. Leaders should have a personal mentor or coach to guide them and support them in decision-making and development both in terms of company matters and career matters. Patrik has a team of mentorees.

The Person

Born Finnish, Patrik is international. Not only has he travelled intensively in his work and built global distribution networks, but he has also lived several years in Sweden, Belgium, England and the US.

Raised in an environment of academic stimuli and opera music. Holder of three university degrees. Completely tri-lingual. Married and father of four. Plays soccer competitively and coaches junior soccer league. Pumps iron. Is passionate about rockabilly music, Italian design, and German cars. Relaxes at his summer cottage on an island in the Turku archipelago, preferably with a hammer in his hand. Loves water-skiing and wakeboarding. All the time looking for interesting projects. A non-stop think tank. Enjoys personal qualities like loyalty, ambition and efficiency.


The Marketeer
Strategic Marketing
The Coach
Strategic Training
The Strategist
Sustainable Storylines
The Executive
Strategic Leadership
The Advisor
Strategic Structuring

Patrik has consulted or worked with companies and brands like Ajasto, Auriga Center, Axo, Carpe Classis, Finn-Marin, Jujo Thermal, Lohja Caravans, Naantalin Energia, Nokia, Nordea, Nordic ID, OS/G, Otto Brandt, Panic Marketing, Polarvagnen, Pöyry, Rastor, Sampo, Silver-Boats, Solifer, Teleste, TerhiTec, ToyGroup, Turku Business School, Vakka-Suomen Puhelin, Zeeland, and Åbo Akademi University.

The services provided are exemplified below:


  • Core Competence
  • Competitor Landscape
  • Key Success Factors
  • Customer Values
  • Performance Analysis
  • Management Structure
  • Trend Spotting


  • Strategy Implementation
  • 100-day Turn-Arounds
  • 500-day Interim Management
  • Internationalization
  • Training Programs
  • Restructuring
  • Advisory Board


  • Corporate Strategy
  • Brand Strategy
  • Business Plans
  • Investor Memorandums
  • Product Concepts
  • Positioning
  • Marketing Plans


If you want to learn more about Patrik Anckar’s services, contact him on Twitter or LinkedIn.

He only takes projects he knows he can manage to your satisfaction. However, his large network of other specialists makes most projects doable.

Finally, if you appreciate the following, then it is worthwhile taking contact:

Operational and international experience
Focus on the essential
Simple and tailor-made solutions
No mambo-jambo
Auditing, planning, execution
Low overhead
Cost efficiency
Strategic anchoring