Pauli Aalto-Setälä

Chief Executive Officer
Aller Media Oy


Pauli Aalto-Setälä is a professional and enthusiastic leader in the field of creativity and digitalization. His career has followed an organic path through various challenging positions in different media and marketing companies. Pauli Aalto-Setälä is Professor of Practice at University of Turku and holds an Executive MBA from Aalto University, International Business. He is also an alumni of Stanford Professional Publishing Program. Simultaneously with his current position as the Group CEO of Aller Media Finland, he is also an experienced journalist, angel investor and author. He is married with three kids and lives in Helsinki, Finland. Specialties: Interested in anticipatory, social and innovative leadership.

About Aller Media Oy

Aller Media Finland – How a traditional magazine publisher created an international data business

Aller Finland's story is an interesting one on how a media company reacted to the changing media environment.

Traditionally a publisher of magazines and weeklies, Aller has successfully launched new business when print advertising sales have been decreasing. This was done by focusing on digital marketing services and by creating a data business. Aller Finland was the first media house in Finland to commercialise its own customer data, based on magazine subscribers. Combined with online data, Aller's subsidiary Data Refinery Ltd. provides carefully built target groups – and better real-time understanding of consumer behaviour – for more targeted online marketing, sales and for new business opportunities. Launched in 2016, Aller's data business now operates in Finland, in other Nordic countries and is aiming at the US market.

Part of the Danish Group Aller Holding, Aller Finland is a modern media and marketing company. With a strong "digital first" mindset, Aller Finland currently publishes two weekly magazines and focuses on marketing services, digital content and data. In a world where there is too much advertising, content and distraction, Aller Finland's mission is to make marketing a service and deliver high-quality content for the right people at the right time – all thanks to data.

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