Caring is essential

There are plenty of good companies. Founded in 2011, Sugar is a PR agency that knows that out of all these companies, only the ones people care about will succeed. That’s why our mission is to find that special something in a brand that makes people care.

We create hype that matters

Stories that stick don’t happen by accident. They need to be found first. And for that, you need the right people.

Sugar is a team of marketing communications, media, culture and creative professionals, united by a passion to find a captivating story in every company. Because everything truly interesting lies beneath the surface, we dive deep into trends and phenomena to ensure your brand stays on everyone’s lips for a long time to come.

Anna Salmi

Head of Business Operations
+358 50 555 5012
anna@sugarhelsinki.com

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I am a next-generation business leader who believes that sustainable growth is driven by bold decisions, skilled and motivated people and a clear direction. I have a deep understanding of how companies thrive when culture, strategy, and leadership align to build a strong brand. My core strength lies in identifying the underlying meaning behind surface trends – what genuinely moves business (and people) forward.

Jonna Manninen

Senior Advisor
+358 505017714
jonna@sugarhelsinki.com

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I am a strategic communications and brand marketing generalist with over a decade of versatile experience in both agency and in-house roles. Most recently, I managed major brand portfolios and their long-term development in the fast-paced FMCG sector. That environment sharpened my ability to execute marketing rooted in deep consumer insight, cultural trends and clear business goals.

Mia Zambra

PR Consultant
mia@sugarhelsinki.com

I am a PR consultant with a background in journalism. My core strengths include spotting trends and phenomena bubbling under the surface, sharpening compelling media angles and sprinkling a touch of PR magic dust.

My eye for aesthetics has also been trained through my experience as a fashion journalist and stylist. Over six years of working across communications, influencer marketing and event production, I have striven to highlight what sets a client apart from the generic crowd: soul, depth and authenticity.

Saana Sillanpää

Senior Advisor
saana@sugarhelsinki.com

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I am an experienced marketing communications professional who has dedicated the past decade to building sustainable value for brands. I have a deep understanding of what moves consumers and how to create meaningful communication in the age of AI. My core expertise lies in leading complex client projects and communication strategies with an empathetic yet strategically precise approach.

My unique strength is the ability to combine my endless curiosity about the good life with principles of nutritional science and resource wisdom. This brings unique scientific and strategic substance, particularly to the development of wellness, nutrition and food brands.

Nelli Korhonen

Junior Event & Social Media Coordinator
nelli@sugarhelsinki.com

I am a versatile social media professional who manages the full social media spectrum from strategy to content creation, specializing in reaching Gen Z.

In addition to social and influencer marketing, I create experiential events that combine conceptual thinking, trend awareness and genuine connection.

My background in fashion has shaped me into a sharp observer of aesthetics who dares to think outside the box and challenge traditional patterns. I am particularly fascinated by combining a brand’s narrative, visuals and communications into a cohesive story that makes the brand recognizable and memorable.

Roosa Rauatmaa

PR & Content Consultant
roosa@sugarhelsinki.com

I am a PR and content consultant with strong expertise in strategic and visual storytelling as well as precise project management. I ensure that a brand’s story and distinct identity remain clear and consistent across all channels.

My core strenght lies in clarifying lifestyle brands and growing brand loyalty through engaging content.

I particularly enjoy visual productions, from initial concept to hands-on execution and from high-quality brand imagery to dynamic short-form videos.