Katarinahuset, 2026-03-23

WORKSHOP: COMMUNITY BUILDING AND BELONGING

INTERVIEW WITH MANDARVA STENBORG, CEO & PARTNER, ABBY WORLD

On Thursday, Mandarva Stenborg, CEO and Partner at the communications agency Abby World, will host the third Berghs School of Communication workshop: COMMUNITY BUILDING AND BELONGING!

Mandarva began her career in the fashion industry, working in showrooms, events, and—by her own description—high heels. After studying at Berghs, she made a sharp pivot into the defense industry, intentionally moving as far away from fashion as possible. From there, she continued her journey through the renowned agency Jung Relations, a fintech startup, and later as Head of PR at Peak Performance. Today, she is CEO and partner at the communications agency Abby World.

Hi Mandarva! What is the biggest misconception companies have about community building today? What are the most common mistakes organizations make when trying to build communities?

– I believe most companies are in too much of a hurry. They have read somewhere that having a community is important, and then jump straight into some kind of paid influencer marketing campaign where success is measured in reach and clicks. These call-to-action-driven relationships naturally become shallow and short-term. A community is not a customer club with attractive discounts—it is about people who are genuinely drawn to a brand because there is a mutual value exchange. Strong community building is, above all, about long-term brand building.

Can you mention a brand that you think has a strong community?

– There are several brands doing this well today. I am especially inspired by sports and lifestyle brands that take a grassroots approach, where the love for the culture or activity itself is what brings people together. Examples include running brands like Unna and Kuta. I am also inspired by profiles like Connie Costas, who build relevance and engagement within a niche audience—an audience that, in turn, influences others.

What will participants take away directly from the session that they can apply in their own organizations?

– Hopefully, inspiration and new ways of thinking—perspectives they can start testing in their own community building. When it comes to PR and community, it is not really about tools or concrete tactics. It is more about mindset, philosophy, and approach. If you boil it down: curiosity and an understanding of human social psychology. That is what I hope to share.

Would you like to register?
March 26, A House Katarinahuset, 9:00 AM–11:00 AM
Fee: 1,600 SEK excl. VAT.
Email julie@ahouse.se to register.