Pond Innovation AB

Mid-sized Nordic brand strategy and innovation consultancy acquired by PwC to bolster its Scandinavian advisory and experience design capabilities

Pond Innovation AB was a Stockholm-based consultancy specializing in brand strategy, innovation, and digital services, operating with approximately 50 employees before its acquisition by PwC in May/June 2017. The firm helped clients navigate brand transformation and digital challenges, positioning itself at the intersection of creative strategy and business consulting — a profile that made it an attractive target for professional services firms seeking to expand their marketing and experience capabilities. PwC acquired Pond Innovation AB as part of a broader push to strengthen its business advisory and marketing services footprint, particularly in the Nordic region. Notably, Pond's separate Design business was carved out of the transaction and was not included in the acquisition, remaining independent. The acquisition was covered by outlets including The Wall Street Journal, Marketing Dive, and Manda Advisory, reflecting the broader industry trend of consulting giants absorbing creative and digital agencies. Following the acquisition, Pond Innovation AB was fully absorbed into PwC's operations and ceased to exist as a distinct entity. In January 2018, PwC opened the PwC Experience Center Stockholm, into which Pond's acquired capabilities and team were folded. The Experience Center became the operational successor to Pond Innovation AB's work within the PwC ecosystem, marking the end of the Pond Innovation brand as an independent or separately identifiable unit.