5 Years at Searchmind: Meet Amalie Adelgaard from Our Client Strategy Team
For five years, Amalie has been a cornerstone of Searchmind, and during that time she has held three different titles. She has developed strategies that create real value for each individual client, and she has a strong sense for communication that reaches the person behind the screen.
On the occasion of her 5-year anniversary, we spoke with Amalie about the journey, the colleagues, and where marketing is headed.
From Narnia to Client Strategy
How would you describe the journey from when you started 5 years ago to today?
"I think the best way to describe the journey is like a trip through Narnia, just with fewer talking animals and more team meetings. The Amalie you welcomed 5 years ago now stands on the other side of the wardrobe with three job titles and a great deal more expertise under her belt. There is truly room to grow at Searchmind."
What keeps your motivation and job satisfaction alive after 5 years?
"Without a doubt, the people around me. We are good at challenging, sparring with, and learning from each other, and my colleagues are both incredibly skilled and incredibly kind. It is largely the sense of community that makes me still feel excited about going to work."
Communication that reaches the person behind the screen
What is the biggest change in clients' needs over 5 years?
"Communication. Consumers have become far more discerning, and a single message no longer reaches everyone. What captures your attention in the morning is not necessarily what captures it in the evening. That is why we work with far more variation in messages, formats, and creatives. At the same time, clients want to understand why we do what we do and how AI is affecting their industry."
What milestones do you hope you will have reached by your next anniversary?
"That we are even better at leveraging AI and can serve as the human link between AI and the client. The more AI-generated content there is, the more important authentic content becomes. And I also hope I am still part of a Client Strategy team where we share knowledge and laugh together, with high ceilings and a healthy work-life balance."
Amalie's best advice: Dare to change course
As part of our Client Strategy team, Amalie works every day on developing strategies that make real sense for each individual client. And her experience is clear.
What is your best advice for companies that want to get more out of their marketing?
"A good strategy isn't necessarily the one you start with. If something isn't performing, it's not about staring stubbornly at the numbers and hoping they'll change on their own. It's about being willing to change course, learn from it, and find a new way forward. The market is constantly changing, whether it's AI, new platforms, consumer behaviour, or algorithms. So stay curious, keep yourselves updated, and dare to adjust the strategy when reality shifts."
A heartfelt thank you for the first 5 years!
A huge thank you, Amalie, for five years of expertise, curiosity, and great spirit. You have shown how far you can go when you dare to change direction and keep learning along the way. We look forward to the next five years together on the Searchmind journey!
