Strategic Communication as a Growth Engine – Kumppania as a Partner to Samlink in a Global Transformation

The move from a domestic environment into a global IT corporation changed the scale, visibility and requirements completely. Communication was no longer a support function. It became a strategic instrument.

Kumppania had already been Samlink’s communication partner for years before the acquisition. This continuity meant that communication did not need to be rebuilt from the beginning. Instead, it could be developed quickly to meet the standards of the new group.

Knowledge of financial sector regulation, business operations and organizational culture created a strong foundation. The task of communication was redefined to support international growth, build visibility inside the Kyndryl ecosystem and clarify Samlink’s expertise for a global audience.

One Communication Team Between Strategy and Daily Work

During the Kyndryl years, communication has become systematically more strategic. Samlink’s Head of Communications, Marketing & ESG Sirpa Auervirta and Kumppania’s team together form Samlink’s communication function. They are responsible for the whole: from strategy to daily execution.

The work includes:

• Strategic planning

• Content production

• Thought leadership communication

• Marketing

• Events

• Employer brand development

The cooperation is not based on single projects. It follows a continuous rhythm where direction is refined weekly and quarterly.

The ability of the Kumppania team to combine strategic thinking, creative courage and seamless anticipation is simply exceptional.

Operating Models Updated for a Global Corporation

A long shared history helped, but old ways of working also needed to change. Moving into an international corporation required renewal in communication leadership and practices. Prioritization was sharpened. The pace of work was accelerated and structures were clarified.

Communication was built into a proactive and business-supporting function where actions are directly linked to strategic goals.

Thought Leadership and Expertise for an International Audience

A key focus of the communication strategy has been strengthening thought leadership and expert visibility. Samlink’s role in the transformation of the financial sector has been defined clearly and credibly for global stakeholders. Content has been produced for websites, social media, newsletters and expert articles. The target groups include customers and stakeholders both locally and internationally.

Results Visible in Growth and Engagement

The results are concrete.

• LinkedIn followers increased by more than 40 percent in one year.

• Thought leadership content achieves above-average international engagement rates.

• Website traffic has grown significantly.

• Newsletter open and click-through rates clearly exceed industry averages.

Data confirms that Samlink’s communication generates interest and builds trust.

Long-Term Partnership as a Business Driver

Together, Samlink and Kumppania have built a communication model that supports growth and adapts to change within a global corporation. This is not about isolated successes. It is about long-term development where communication functions as a driver of business.

Sirpa Auervirta, Head of Communications, Marketing and ESG at Samlink, summarizes: “We did not always immediately agree on the direction, but the discussion was open and moved the model forward. Kumppania has been more than a partner. They have been our communications task force. Their ability to combine strategic thinking, creative courage and seamless anticipation is simply exceptional. I have not seen anything similar in my career. Kumppania created a model that changed the way we think about communication. It has been an engine for growth and renewal. Without Kumppania, many things would have been done, but separately. Now everything is built in the same direction.”

Strategic communication is not a single decision. It is a continuous journey that requires direction, competence and the ability to see beyond change. With Samlink, this journey has turned communication into a true business asset.

Read more about the collaboration between Kumppania and Samlink, including global communications and marketing as well as concept-driven events.