Erling Tind Larsen

Erling had a long career as top editor in various Danish news media, magazines and weeklies behind him when, five years ago, he replaced the editorial corridors with the commercial floor and became responsible for Native Advertising at Berlingske Media in Copenhagen.

Since then, he has sharpened the journalistic and commercial quality of the sponsored content in the media house's four newspapers, whether the content appears on paper or on screen - as text, video or audio.

According to Erling, Native Advertising must maintain the same high quality as the editorial content, and provide the recipient with the same value and entertainment.