"When ALK launched a new global growth strategy and a major turnaround in 2018-20, we needed a strong value proposition that could help us obtain the position we were striving for in the allergy category. By involving doctors, patients, investors, and our C-suite through a series of interviews, focus groups and workshops, Will & Agency was instrumental in the definition of a strong value proposition that excellently unites internal as well as external needs."

"The fans are at the centre of the national teams and DBU, and we are constantly working to understand how we can strengthen the relationship with them. Will & Agency has helped us obtain a better understanding about both needs and barriers and has helped set a clear direction for our work with fans in DBU and around the national teams."

"We have been very pleased with the collaboration with Will & Agency on our anthropological project concerning children and young people. The process was run very rigorously, the professionalism was top notch, and the project has provided us with valuable knowledge for our work with developing relevant content for precisely these target groups."

"We have a very special relationship with our members, and we want to obtain a direct understanding of them and their needs. It can be extremely complex to produce meaningful insights, and not just overall considerations based on personas, but Will & Agency has helped us by providing us with a deeper understanding of our members and the role we play in their lives - across all nine markets. The project with Will & Agency has resulted in a greater clarity and improved relevance and has, among other things, contributed to clearer communication and a significant increased conversion in the markets because of the implementation of the new insights."

"Will and Agency helped us develop the overall concept for our new and innovative museum. Will & Agency are, through sharp analysis and deep insights into behaviour, very skilled in challenging the ideas we as professionals have about messaging, the needs of guests and the overall museum experience. In short, they provide relevance and attractiveness in a highly recommended package."