The state of Denmark

Entered by Copenhagen Capacity in Place Brand of the Year & Best Communication Strategy, 2019

Denmark, like many other countries, is struggling to attract international talent to vacant positions in industries where the local talent pool is insufficient. In Denmark, this challenge is particularly felt in the IT/tech and life science industries. Globally, countries are competing to catch the attention of the brightest minds and to win them over with the most compelling offer. Ironically, Denmark is not only taking part in the global competition for this coveted talent; among Denmark’s five business regions fierce competition is also taking place. Most of Denmark’s business regions have developed independent branding strategies to attract (the same) group of international companies and talent – and in the end, this is a zero-sum game with more losers than winners.

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The Place Brand Portfolio is City Nation Place's searchable portfolio of Awards case studies from the past five years.