TRY and ABBY.WORLD join forces to build a new Nordic communications group for creativity, technology and AI

TRY has been actively looking for a creative partner in Sweden to build further on the Swedish platform already established through TRY Stockholm. ABBY.WORLD is that partner. The two companies are joining forces to build an entirely new version of the Nordic communication model, where creativity, technology and AI create client value.

The communications industry is changing. An increasing number of companies recognise that they need fewer partners with broader expertise and a greater ability to combine several disciplines. TRY is already one of the Nordics' leading and most awarded communications agencies, with more than 350 specialists across creativity, strategy, technology, production, PR and AI. Through TRY Stockholm (formerly Made People), the group has strengthened its position in the Swedish market in recent years.

In Sweden, TRY is now bringing TRY Stockholm and ABBY.WORLD together in one joint initiative to build the next generation of agency work within creativity, technology and AI.

The merger with ABBY.WORLD is the next step towards a strong, fully Nordic offering. Over the past decade, the company has established itself as a sharp creative force in Sweden, with the same ambition throughout: to challenge the industry, develop new services and create greater value for clients.

- "We have been looking for the right partner in Sweden for a long time. For us, it matters to find the right people with clear ambitions and a view of the future of communications that matches our own, which is also why we didn’t rush the process. We found a perfect match. ABBY.WORLD has built something truly unique, and we see eye to eye on how the interplay between creativity, technology and AI will shape the industry in the years ahead," says Sindre Beyer, CEO of TRY.

- "We are proud of what we have created with ABBY.WORLD, but we are not finished yet. If we want to keep developing, attract the best talent, win bigger assignments and create even more for our clients, we have to take this next step. For a long time we have wanted to get closer to the expertise and communities within technology and AI to develop our offering further. With TRY and TRY Stockholm, we gain access to more resources, more specialist expertise and investment. This is a natural new chapter in ABBY's development," says Andreas Morne, CEO and co-founder of ABBY.WORLD.

For clients and partners, the merger means the same teams, the same personal relationships and the same delivery quality they are used to. At the same time, they now gain access to a broader Nordic network of specialists across strategy, creativity, AI, production, PR and digital development.

- "Creativity and the will to explore new opportunities will always be at the heart of what we do. TRY shares that philosophy. Together, we have better conditions to develop new ideas and new solutions that strengthen our clients," says Oskar Hellqvist, Executive Creative Director at ABBY.WORLD.

More information about the joint offering and the future organisational structure will be presented this autumn.