Mikael Cross

I work with marketing and communications leads who have something important to say and want it to stick. Together we find the story in what you do, package it so people get it straight away, and decide how it should look in words, images and film.

Most of what I know about persuasion I learned pitching ideas to people who had no time to listen. It's the same job whether the audience is a broadcaster, a board or a customer scrolling past.

I've worked as a producer and format creator for around twenty years. The Swedish drama series ALEX is based on an idea by Dragomir Mrsic and me, and I co-created and executive produced it. It became one of Viaplay's most-watched originals and sold to more than ten territories, including Channel 4 in the UK and Amazon Prime Video in France.

For media companies I take on concept development, formats and executive producer roles: finding the idea, packaging it, and getting people with different agendas pulling in the same direction.

I give keynotes and workshops on storytelling and persuasion, in English and Swedish.

Enquiries about advisory work, collaborations and assignments go to Johan, and I'll get back to you.