Pro-Circuit Coaches

Carl Fredrik Sammeli


Founder: Prime PR


"Designing a marketing campaign"


We will go through some of your ideas and discuss how you can start to think about going to market in a very concrete way – by practically tackling branding, marketing and sales.


“I’m the founder of Prime, the world’s most awarded PR agency by Cannes Lions in the period of 2010-2015. Since 2014 Prime and its strategy sister company United Minds have been a part of the global PR Network Weber Shandwick, and I am a member of the Weber Shandwick global leadership team. I’m based in Cape Town, primarily working in Africa and Europe. I have also founded, and on many occasions chaired, six of Sweden’s most lauded companies within strategy, advertising, event marketing, direct marketing and digital communication. I have also invested in, and been advisor to, companies outside the professional services sector; for example in health care and technology. My entrepreneurial track record is: two failures and seven successful investments. The top investments have given a return on investment more than 100 times the invested capital. I have over 20 years of experience within entrepreneurship, business development, sales, strategy, brand development, marketing and communication including public affairs and crisis management. The magazine Fokus, the largest politically independent journal in Sweden ranked me as the 85th most politically influential person in Sweden in 2014. I love to develop both people and companies. I strongly believe in the positive force entrepreneurship has in creating a good society.”


Why do you want to be part of UCT Upstarts? “As you probably have guessed by now, I truly believe that entrepreneurship can have a positive impact on the society as a whole. I believe that those who have the skills and resources or those who have accomplished something, have a responsibility and will grow by helping and contributing to the development of the next generation of accomplished business women and business men. I want to learn more about South Africa and Africa as a continent, and I think I will through UCT Upstarts.”

HOW DO YOU ‘IMAGINE A NEW AFRICA’? “I believe that hard working individuals with a good agenda can make a great difference. I believe that building as well as running a company is a great way to grow as a person, to create value for the company’s stakeholders such as the employees and customers, and at the same time you can be a part of creating a better world! Africa needs more entrepreneurship. Africa need free minds, free markets and free societies. I love to, and try to, “work hard, have fun, make history!” (Quote from the founder of Amazon). I think Africa can be so amazing and an even better place for everyone if we together work hard and develop great companies.”