Mine With Me

Big ideas, real results.
From crafting award-winning campaigns to building meaningful partnerships, I’ve helped brands, athletes, and businesses unlock their potential. Over the last 18 years, I’ve made my fair share of mistakes
but my focus has always been on reshaping brand strategies and unlocking creative potential to help clients win.

– Mads

The Mine Group ApS (Founder & CEO)

June 2022 – Present

  • Founded The Mine Group to help brands and individuals unlock their commercial and creative potential

    I’ve been mining my own journey for years and I’ll admit, I’m the odd one out.

    Traditional corporate life? Been there, done that.
    Turns out, I don’t thrive under rigid agendas or leaders I don’t believe in.

    So, I founded The Mine alongside people I truly consider “mine.” Friends, great colleagues, and mentors. Together, we dig deep to uncover potential and create meaningful impact.

    PS: Troels Ringsted, my co-founder (to the right), is still here. Just ask, and he’ll come mining with us.

Lead Creative Strategist – RYOT Studio
An American journey with AOL, Oath, Verizon Media and Yahoo

Sep 2016 – June 2022

  • Spearheaded creative and strategic campaigns for global clients across industries.

  • Developed and launched the award-winning among Uber Boxes campaign (APAC region), earning:

    • Cannes Lion 2018 (Bronze)

    • Epica Awards (3x Gold)

    • Guldægget 2019

  • Headed the "SK-II: Meet Me Halfway" and "I Never Expired" campaigns, creating impactful storytelling to address social challenges.

Founder – GOODSEE FACTORY

Dec 2012 – Jan 2021

  • Built my first creative digital agency specializing in cross-platform branding and campaign integration.

  • Designed and executed campaigns across TV, social media, print, outdoor, and sound branding.

  • Clients included FBI - Funny Business, Danish comedians, Universal Music, Art People, Copenhagen Records, SO&CO and other Nordic brands.

Managing Partner & Founder – Humble Recs

Mar 2014 – Jan 2017

  • Managed business development and creative production for Humble Recs, a boutique creative studio.

    No big success, but an incredible learning journey. A truly humbling experience.

Partner, Digital Media & Producer – Donkey Recs

Nov 2011 – Mar 2013

  • Co-led Donkey Recs, a record label built around the highly successful producer team Donkey Sound (Pharfar and Fresh-I).

  • Supported the production and branding of leading Danish reggae and dancehall artists, including Wafande, Kaka, Pharfar, and Shaka Loveless.

  • Delivered strategic and creative leadership in the growth of the label’s footprint in Denmark's music scene.

    We won a DDA award for Shaka’s first video (Nikee9 Đinero.)but one of my favorite music videos I have produced (Macho Films) is Wafande’s Se Mig I Dag
https://www.youtube.com/watch?v=H9qDmk7ai3I

Business Developer, Digital Media – Creuna

Feb 2015 – Sep 2016

  • Collaborated with cross-functional teams to drive digital transformation projects.

  • Developed and implemented go-to-market strategies for new digital platforms.

  • Clients NETS, DFDS, Falck, FBI Funny Business Inc. and more.

Digital Media Manager – FBI Productions

Aug 2010 – Apr 2013

  • My first full-time job—and what an incredible one to start with! I had the privilege of working alongside some of Denmark's most creative and hilarious talents. Social media was in its infancy back then—no VOD, still producing DVDs, and shaking up the industry with comedians that TV2 didn’t believe in.

    During this time, I learned so much: mastering Adobe tools, building websites, hustling to make deals, assembling temporary teams, managing and coaching others, and most importantly, balancing work with life. It was a time filled with great memories and invaluable lessons.

Education

  • Master's Degree – Cand.Merc.MIB - Management, Innovation & Business Development
    Copenhagen Business School | 2005–2010

  • BSc – Sports Economics
    Copenhagen Business School | 2005–2008

Awards & Recognitions

  • Cannes Lions 2018 (Bronze) – Uber Boxes Campaign

  • Epica Awards (3x Gold) – Uber Boxes Campaign

  • Guldægget 2019 – Uber Boxes Campaign

  • Danish Music Awards 2012 – Best Music Video for Shaka Loveless

Core Competencies

  • Brand Strategy & Planning: Aligning business goals with creative execution.

  • Creative Leadership: Developing award-winning campaigns that resonate globally.

  • Sponsorship & Partnership Development: Building meaningful collaborations that drive mutual success.

  • Digital Transformation: Guiding brands through the evolving media landscape.

  • Integrated Marketing: Connecting traditional and digital touchpoints for holistic experiences.

We don’t mine if you don’t call us.

Jokes aside,
we always get excited when people share their goals and dreams with us.
A few details are all we need to start exploring Brand Mining.