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User:Chriscabau/sandbox

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Christian Cabau is a Swedish marketing executive, currently serving as the Marketing Director at Klarna, a prominent global fintech company.[1] He is recognized for his innovative and disruptive approach to marketing, significantly reshaping Klarna's brand identity.[2]

Early Life and Education

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Cabau earned his Master's in Business Administration and Economics from Lund University (2003–2007), also pursuing studies in Industrial Design at the Faculty of Engineering at Lund University (2005–2006). He received multiple scholarships, including a scholarship to study in Hong Kong and another representing Lund University in Barcelona.[1]

He is the brother of Dutch-Spanish actress Yolanthe Cabau.

Career

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Early Career

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Cabau began his career at Telenor in 2007, progressing through roles such as Senior Marketing Trainee, Project Manager, Marketing Communications Manager, and Digital Marketing Manager until 2014. He then became Account Director at DDB Stockholm (2014–2017), managing high-profile brands including Samsung, Volkswagen, and Svenska Spel.[1]

Klarna

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In 2017, Cabau joined Klarna as Marketing Director, working with transformative brand initiatives such as the internationally acclaimed "Smoooth" campaign.[3] He is credited with being a part of shifting Klarna's branding from traditional financial services to a culturally relevant lifestyle brand.[4][5] His approach leverages disruptive creativity, emotional engagement and innovative AI-powered marketing tools, significantly improving Klarna's brand perception among younger demographics.[6][7]

Cabau regularly speaks at industry events, including Resumé Insikt,[8][9] Think with Google[7] and NextM,[10] emphasizing creativity and authenticity in marketing alongside advancements in artificial intelligence.[11]

Thought Leadership

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Cabau has highlighted the transformative impact of artificial intelligence in marketing.[11][12] Under his leadership, Klarna has initiated a multitude of AI projects, using AI tools extensively for tasks like content creation, image production, video and audio generation as well as process optimization and automation. He advocates balancing AI-driven efficiency with genuine human creativity and authentic brand communication.[10]

Recognition and Awards

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  • Marketing Director of the Year (2020) – Awarded by Stockholm Marketing Association for innovative leadership and exceptional branding at Klarna.[13][14]
  • Golden Egg, Creativity Awards (Guldägget)
    • 2022: Diploma in the Film and Craft category for the "Get Smoooth Again[15]" campaign featuring A$AP Rocky.[16][17] 2021: Silver award in the Effect category for the "Get Smoooth[18]" campaign featuring Snoop Dogg.[19]
    • 2020: Silver award in the Integrated category for the "Get Smoooth" campaign featuring Snoop Dogg.[20]
    • 2018: Silver award in the category Image, Identity design, and Integrated categories.[21][22][23]
  • 100-wattaren, Effectiveness Awards
    • 2020: Bronze ("50 watt") for "Heartbeats4Sneakers[24]" campaign.[25]
    • 2019: Three gold awards ("100 watt") in the Company, International and Long-term category for the "Get Smoooth" campaign.[26]
    • 2018: Gold award ("100 watt) in the category Strategical Design.[27]
  • Eurobest Awards (2020) – Gold in Creative eCommerce, Bronze in Digital for "Heartbeats4Sneakers."[28]
  • DMA Awards (2020) – Gold for "Best Brand Building Campaign",[29] Silver for "Best Use of Marketing Automation",[30] "Best Integrated Campaign",[31] "Best Customer Acquisition Campaign",[32] Bronze for "Best B2C Campaign".[33]
  • YouTube Works Sweden (2020) – Winner, "Winning Hearts" category for the "#getsmoooth" campaign.[34]
  • Advertiser of the Year (2019) – Awarded by the Swedish Media Agencies Association for innovative, emotion-driven advertising strategies.[35]
  • Epic Brands (2020) – Klarna ranked first among banks in a major Swedish brand perception study.[36]

See also

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Personal Life

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Cabau has a keen interest in creative arts, illustration and digital production. He maintains personal portfolios showcasing his work within portraits, comics, fantasy and horror across platforms such as Instagram,[37] Facebook[38] and YouTube.[39]

References

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  1. ^ a b c "Christian Cabau | LinkedIn". www.linkedin.com. Archived from the original on 2015-05-27. Retrieved 2025-05-16.
  2. ^ Hammarlund, Tony (2020-04-20). "Christian Cabau: Klarna och varumärkesresan med Smoooth #45 [Podcast]". Tony (in Swedish). Retrieved 2025-05-16.
  3. ^ Smith, Oliver. "Exclusive: Snoop Dogg Invests In Klarna, Sweden's $2.5 Billion Unicorn". Forbes. Retrieved 2025-05-20.
  4. ^ "Klarna satsar på lokala profiler - inleder samarbete med Elle". www.resume.se (in Swedish). Retrieved 2025-05-20.
  5. ^ "Klarna i samarbete med Redgert & Dietz". www.resume.se (in Swedish). Retrieved 2025-05-20.
  6. ^ "Klarna satsar på microinfluencers – vill komma in tidigare i shoppingresan". www.resume.se (in Swedish). Retrieved 2025-05-20.
  7. ^ a b Google Ads Northern Europe (2020-03-16). [Transform on-air] Chris Cabau: Branding in a Digital-First World. Retrieved 2025-05-16 – via YouTube. {{cite AV media}}: |last= has generic name (help)
  8. ^ "Klarna, Burger King, F&B och The & Partnership: Så ser framtidens byråmodeller ut". www.resume.se (in Swedish). Retrieved 2025-05-20.
  9. ^ "Klarna-chefens råd till byråerna: "Presentera inte tre idéer, presentera en – den ni tror på"". www.resume.se (in Swedish). Retrieved 2025-05-20.
  10. ^ a b Nordics, GroupM (2024-05-07). Chris Cabau keynote at NextM Nordics 2024: Beyond Imagination: The Fusion of AI and Human Creativity in Marketing and Design. Retrieved 2025-05-16 – via Vimeo.
  11. ^ a b "Så ökar Klarna takten med AI: "Rädslan att missa tåget har aldrig varit tydligare än nu"". www.resume.se (in Swedish). Retrieved 2025-05-20.
  12. ^ "E-handel 3.0 - så når vi en hyperanpassad framtid". Ehandel.se (in Swedish). Retrieved 2025-05-20.
  13. ^ "Årets Marknadschef 2020". Marknadsföreningen Sverige (in Swedish). Retrieved 2025-05-16.
  14. ^ "Här är vinnarna i Årets Marknadschef 2020 - eventeffect.se". eventeffect.se (in Swedish). 2021-05-04. Retrieved 2025-05-16.
  15. ^ "ASAP Rocky and Klarna Link Up for New Campaign Encouragin..." Complex.
  16. ^ "Get Smoooth Again ‹ Guldägget". guldagget.se. Retrieved 2025-05-16.
  17. ^ "Get Smoooth Again ‹ Guldägget". guldagget.se. Retrieved 2025-05-16.
  18. ^ "Get Smoooth". NORDDDB.
  19. ^ "Get Smoooth ‹ Guldägget". guldagget.se. Retrieved 2025-05-16.
  20. ^ "Get Smoooth ‹ Guldägget". guldagget.se. Retrieved 2025-05-16.
  21. ^ "SMOOOTH ‹ Guldägget". guldagget.se. Retrieved 2025-05-16.
  22. ^ "SMOOOTH ‹ Guldägget". guldagget.se. Retrieved 2025-05-20.
  23. ^ "KLARNA ‹ Guldägget". guldagget.se. Retrieved 2025-05-20.
  24. ^ "Campaign of the Week: Klarna beats bots with heart-rate checks". Contagious.
  25. ^ "Vinnare & nominerade 2020". 100-wattaren (in Swedish). Retrieved 2025-05-20.
  26. ^ "Vinnare & nominerade 2019". 100-wattaren (in Swedish). Retrieved 2025-05-20.
  27. ^ "Vinnare & nominerade 2018". 100-wattaren (in Swedish). Retrieved 2025-05-20.
  28. ^ "Heartbeats 4 Sneakers". www.lovethework.com. Retrieved 2025-05-20.
  29. ^ "2020 Gold Best Brand Building Campaign". dma.org.uk. Retrieved 2025-05-21.
  30. ^ "2020 Silver Best Use of Marketing Automation". dma.org.uk. Retrieved 2025-05-21.
  31. ^ "2020 Silver Best Integrated Campaign". dma.org.uk. Retrieved 2025-05-21.
  32. ^ "2020 Silver Best Customer Acquisition Campaign". dma.org.uk. Retrieved 2025-05-21.
  33. ^ "2020 Bronze Best B2C". dma.org.uk. Retrieved 2025-05-21.
  34. ^ "Här är Sveriges bästa Youtube-kampanjer – alla vinnare i Youtube Works". www.resume.se (in Swedish). Retrieved 2025-05-21.
  35. ^ "Klarna utsedd till Årets Annonsör |" (in Swedish). Retrieved 2025-05-21.
  36. ^ "Epic Brands 2020 |" (in Swedish). Retrieved 2025-05-21.
  37. ^ "Instagram". www.instagram.com.
  38. ^ "Facebook". Facebook.
  39. ^ "Chris Xavier". YouTube.
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