Adapt consolidates its Danish agencies and expands the Executive Board

2018 was the year where the digital agency Adapt could celebrate its 20th birthday. This year, Adapt Group has consolidated their three specialized digital agencies into one full-service agency. 

Three agencies - one mission

Back in the day, the three agencies were created in the glorious spirit of entrepreneurship. The newer agencies, Adapt Mobile and Adapt Conversion, were put into the world as independent firms in order to grow naturally and form their own company culture. The agencies, however, were built on the same foundation as Adapt; users are always in focus. 

"Users first - that has always been our mission. Everything we do is with the user as a starting point - regardless of whether it’s a technology choice or prioritizing strategic focus areas. It's actually quite simple: The best user experiences create the most value for our customers' business."
Kresten Wiingaard, CEO of Adapt Group

A digital full-service agency without barriers

The consolidation means that Adapt in Denmark now houses close to a 100 specialist with competencies covering the entire spectrum of digital disciplines, including strategy, UX, development, e-commerce, analytics, insights, digital marketing, design, content and mobile experiences. It’s an important step in the right direction. 

“We are experiencing an increasing demand for full-service consulting. Omnichannel is now a completely natural starting point for all digital activity across all channels and touchpoints, and this development in the market is exactly what we're embracing with the consolidation. We want to integrate the cultures and approaches that the three agencies each have built and remove everything that could be a barrier to our collaboration. This enables us to deliver even better services and solutions for our customers.”
Kresten Wiingaard, CEO of Adapt Group

Broader and stronger management

Adapt believes that the best way to create a framework for both the positive development of the employees and the quality of the deliveries lies in having a management that consists of experts within their field. The new and broader organization has thus gained a broader but even stronger management. The new Executive Board consists of:

  • Managing Director, Frank Hansen
  • Deputy Managing Director, Rikke Frelle
  • Business Development Director, Martin Povlsen
  • Delivery Director, Sidsel Vitger
  • Technical Director, Louise Kümmel
  • Technical Director, Morten Faarkrog
  • Creative Director, Anders Skov Pape
  • Director, E-business & Optimization, Klaus Jespersen Colding
  • Director, A&I and Digital Marketing, Philip Arnaa


We now have a size where we can connect experts across different disciplines. Something magical happens in an interdisciplinary collaboration. We believe that this is the absolute best condition for innovation and creativity and the most effective way to get the best solutions. Our new structure creates better conditions for it, and I’m really looking forward to seeing the results.

Rikke Frelle
Deputy Managing Director at Adapt

An international presence

In addition to the Danish office, the Adapt Group is also present in Barcelona, Boston, Berlin, Kaunas and Vilnius. The consolidation of the Danish agencies means that Adapt can draw on 150 specialized employees (worldwide) to advise and develop platforms and products for Danish and international brands and their customers. 

“The cooperation with our customers has never been closer, and we are increasingly becoming a strategically indispensable partner to our clients. The close collaboration means that we are deeply involved in our customers' digital presence, from conceptualising products to choosing the right technology platforms. The consolidation makes it possible to draw on the right specialists at the right time.”
Frank Hansen, Managing Director of Adapt


  • Adapt is a digital agency established in 1998.
  • Adapt, Adapt Mobile, and Adapt Conversion used to be part of the Adapt Group, but are now one full-service agency; Adapt.
  • Adapt is headquartered in Copenhagen and has offices in Boston, Barcelona, ​​Berlin, Kaunas and Vilnius with more than 150 employees worldwide.
  • The agency has developed and created more than 2,500 digital solutions for, among others, Interflora, Nets, Normal, Novasol, and Sportmaster.