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Recharge4040 | Profile: Morten Albaek, marketing and public engagement visionary

Blog post   •   May 16, 2014 09:49 BST

Since joining Vestas in 2009, Albæk has helped drive the company’s commercial transformation, while conceiving and developing a number of innovative projects and campaigns that transform how companies such as Vestas — and wind energy in general — are perceived.

Albæk’s initiatives include WindMade, the world’s first global consumer label for a single energy source and the first such label to be endorsed by the UN; the Corporate Renewable Energy Index, the largest ever mapping of global corporations’ renewable-energy procurement, in collaboration with Bloomberg; the Global Consumer Wind Study, the largest survey of consumers’ demand for products made using renewable energy; Energy Transparency, an award-winning campaign encouraging top executives from global brands to invest directly in wind power; ActOnFacts, a campaign to influence public acceptance of renewable energy and combat the myths and disinformation that can undermine public and political support for wind energy; and Wind for Prosperity, a business initiative to bring affordable electricity to energy-poor, wind-rich rural communities, in collaboration with Masdar, the Carbon War Room and others (see overleaf).

Albæk started at Vestas as group senior vice-president of group marketing and customer insight, working on improving reputation and customer satisfaction via internal and external means. In 2012, his scope was widened to incorporate communications and corporate relations, and his current position now includes responsibility for global commercial activities across marketing, communications, public affairs, market intelligence, new segments development and innovation.He reports directly to chief executive Anders Runevad and serves on Vestas’ eight-member executive committee.

The 38-year-old began his career at Danske Bank, one of Denmark’s largest financial corporations, where he spent more than six years in various marketing positions, eventually heading the area of business innovation and customer insights.

Albæk is also the author of three bestselling books, and is an honorary professor of philosophy at the University of Aalborg, Denmark. He has been selected three times as one of the 100 most influential chief marketing officers in the world by The Internationalist, and has been named by Fast Company as one of the world’s 1,000 most creative people in business.