T. +46 735 050 505
Niclas Fröberg was appointed as chief executive officer for UCP on September 20, 2010. Niclas was appointed to the board of directors on March 15, 2011. He began his media career in 1990 at TV3, where he started as responsible for sales in the TV program ‘Wheel of Fortune’ into the Scandinavian market. In 1995, Niclas joined media agency Scandinavian Media Consultant, where he became Chief Executive Officer and later, owner. Four years later, WPP and MindShare acquired Scandinavian Media Consultant. During 1999 to 2006, Niclas worked as Nordic chief executive officer at MindShare leading over 150 people and $250 million media buying. In 2007, Niclas became a co-founder of Tre Kronor Media, a media agency focused on sales and performance-based marketing. Niclas has several times been international/national jury member in awards such as Media Lion Cannes, Guldägget, Dubai Lynx and 100-wattaren. Niclas has a Bachelor’s Degree of Economics and Marketing, from Stockholm University. Niclas presently devotes his full business time to UCP.


T. +46 709 512 999
Lars is a veteran in the advertising industry. He founded the Swedish advertising agency ’Sexton87′, which was later acquired by Ogilvy & Mather, and then became the Chairman & CEO of Ogilvy Sweden and Ogilvy Nordic, which he headed to become the largest advertising group in the Nordic countries. Lars was also participating in the launch of Mindshare in the Nordic market and was Chairman during 1999-2005. Lars was also on the Board of Directors of the Publ. listed Company Zodiak Television during 2004-2008, among a lot of other Board assignments. After leaving Ogilvy in 2005, Lars started the investment firm BBE Group, who has since then invested in a large number of small companies and start-ups in the Nordic Market. Among other qualifications, Lars brings to the Board executive leadership experience, including wide experiences of corporate mergers and acquisition, along with extensive brand marketing experience.

Kenneth S. Rosenthal has served the marketing and media profession for over 20 years.


Mr. Bönnelyche has more than three decades of increasing experience at the C-Suite level and the areas of Management, Sales, Marketing, Startup launches, Digital Content, and Entertainment. Lars has held key governance roles at companies such as Mindshare, RSM Rocket Science Media, MedEnt and TV3.

Prior to Lars’ entry into the media industry, he served as a lieutenant in the Swedish Royal Navy Reserves for almost five years.
Mr. Bönnelyche continually receives accolades from members of the advertising community who recognize his contributions. Some awards received prior to his time within UCP Group over the years include:

• the 2009 Silver Stockholm Media Award
• the 2008 Grand Prix Cannes Media Lions Award
• the 2008 Gold Stockholm Media Award
• the 2006 The Golden Egg (PokerStars)
• the 2006 “Media Personality of the year in Europe”
• the 2005 Golden Hammer
• the Grand Prix (OLW)
• the Gold (OLW) & Silver (Nike) 2005 Metro Global Print Awards(Dove) and
• the 2004 Silver Stockholm Media Awards (Volvo)

Anna-Karin Darlin: CFO