Senator Aécio Neves

December / March 2016

Danish-Brazilian Chamber of Commerce

SENATOR AÉCIO NEVES

EDITORIAL Brazilian Review

Senator Aécio Neves What is wrong with Brazil? INTERVIEW 6 Senator Aécio Neves 6 The political situation is getting more complicated and unpredictable Mads Nipper, CEO Grundfos 26 day by day. The Lava Jato investigation is involving more key politicians Nikolaj Hübbe, Ballet master of the Royal Danish Ballet 52 and is paralyzing congress and the senate; no reforms or budget approv- als are being approved during these very hectic political times. ECONOMICS The lack of confidence in the government is very prevailing from the industry and commerce leaders and business leaders and the political op- Ambassador Kim Højlund Christensen 8 position are not making any efforts towards solving the political impasse. Octavio de Barros, Bradesco 10 The political situation is very unclear and unresolved, and the impeach- Ilan Goldfajn, Banco Itaú 12 ment process against President Dilma has just started on December 2nd. Tatiana Pinheiro, Santander 14 The economic situation in Brazil is getting worse, most probably we will experience negative growth of more than 3% and inflation of 10%. Economical News 16 Moreover, the exchange rate is fluctuating between 3.80 to 4.00 Reals to the Dollar. INFORMATION The interest rate is still 14.25% which is very high and obviously in- Dansk Erhverv 28 vestments are suffering both domestically and internationally. We still Kamstrup - Becoming and remaining the best in the world 60 don’t know how the credit rating agencies will rate the credit of Brazil in the future. We hope there will not be a further downgrade of Brazil. Fritz Hansen - Colours in perfect shape 72 Brazil needs to speed up the investments in infrastructure and invest in Lars Rebien Sørensen - The best performing CEO 78 education and health and to create new jobs for the future. Chamber Humanitarian Award 2015 - Mara Gabrilli 79 It is our belief that Brazil must find a quick solution and move forward Luciano Coutinho - Chamber Award 2015 80 to create job opportunities for the future and secure reforms and economic stability and growth, which will create security and job creation Feira Escandinava 2015 82 for the future. Managing in times of turbulence and uncertainty 84 It is a complicated situation for Brazil and all political parties must Christmas in Tivoli 98 take responsibility. The business sector must look positively to the future and Brazil. PROFILES The Olympic Games which start on August 5th are moving forward; Building Lego in Brazil 30 most projects are on time. We can all look forward to the Olympic Games in Rio de Janeiro; they will take place in the period August 5th - Pandora expanding in Brazil 32 21st and will surely be successful. Coloplast - Brazil navegates through troubled water 36 Denmark will be a very active Olympic partner with the “naval ship Lundbeck presents a novel drug product for depression 38 Denmark” anchored in front of the Rio de Janeiro Yacht Club, the ‘Danish Olympic pavilion’ on Ipanema beach and ‘the Olympic hotel’ Golden Danish Design - The future of Danish Design 40 Tulip in the heart of Copacabana - it is going to be a very exciting time Pandora - Design for individuality 42 for Denmark and for all the Olympic participants. Cimbra - A Design-Driven Business Turnaround 43 The US economy is moving in the right direction with a growth rate Light Years - A design-led way to success 44 estimated at 2.5% in 2015 and many new jobs being created every month, but we should remember that the US will have a presidential Little Sun - High-quality solar-powered 45 election which will take place in November 2016. Hans J. Wegner - The Master Chair Maker 46 The Danish Brazilian Chamber of Commerce will celebrate 70 years in VIPP - Stepping on the growth pedal 47 2016 and will host a Gala evening on July the 29th 2016 in the presence Kvadrat - The art of textile design 48 of H.R.H Joachim and H.R.H Princess Marie. The following program has been planned for 2016: Velux - Bringing daylight to people 49 BTP - Brasil Terminal Portuário 50 Feb 18th Ambassador Kim Højlund Christensen Mar 15th Business Council (GN ReSound) Widex - High Definition Hearing 56 Apr 19th Novo Nordisk, Andrzej Popkowski Novo Nordisk - 25 years of Novo Nordisk Brazil 58 May 16th Maersk Group, Carsten Følbæk Chr. Hansen - Improving food & health 64 May 24th Chamber Humanitarian Award 2016 - Lars Grael th Resound - The World’s Smartest Hearing Aids 66 Jun 20 Olympic Update / Danish Olympic Committee Jul 5th Danish-Brazilian Chamber Award 2016 Oticon - People First - On the growth path 68 Viking Life-Saving Equipment 74 I think 2016 will be a very challenging year for all of us, but I am sure we are all getting into the Olympic Weltec - World leading provider of intervention solutions 76 spirit for the Rio Olympic Games in 2016. We wish you all a very Merry Christmas and a Happy New Year and success for 2016. 22 Niels Helveg Petersen Jens Olesen President Senator Aécio Neves Aécio Neves The leader of the PSDB Party

Aecio Neves was born into a political family finances in order through a reorganization In 2006, he was reelected by a landslide to in Belo Horizonte, capital of the southeast- and modernization plan. a second term, with over 77 percent of the ern state of Minas Gerais in 1960. His grand- The plan instituted a cap on government votes, the biggest share of votes ever won father Tancredo Neves was elected presi- spending, drastically reduced the number by a governor in Minas Gerais. dent in 1985, but died before taking office. of state secretariats and cut 3,000 public- In 2010, he resigned to serve in the senate Neves graduated as an economist from sector jobs, while improving services and re- and in 2013 he was elected president of his the Pontifical Catholic University of Minas establishing the state’s investment capacity. party, PSDB. Following, he was named its Gerais (PUC-Minas), and started his po- In keeping with his austerity measures, presidential candidate in the 2014 general litical career as his grandfather’s personal Neves cut his own salary by 45 percent and elections. secretary. required his closest aides to do the same. Neves ran on a platform to recover Bra- In 1987, Neves was elected federal deputy Only two years later, in 2004, he announced zil’s financial strength, boost productivity, representing his home state, a post he oc- the state’s finances had achieved a level of establish a more business-friendly atmo- cupied until 2003, when he stepped down “zero deficit,” while improving education sphere and trim the size of government by to become the governor. by becoming the first state to extend ba- closing ministries. He promised, however, As governor of Minas Gerais, one of Brazil’s sic schooling from eight to nine years, and to preserve the ruling party PT’s social pro- largest and most populated states, Neves distributing textbooks for free to middle grams, which has pulled large portions of won praise for putting the state’s ruined school students, even in Braille. the population out of poverty. Although Neves not only lost the 2014 elections to PT, but also lost the election in his home state of Minas Gerais, he is still the leader of the opposition. In the wake of the Petrobras corruption scandal, Neves has been calling for the impeachment of Presi- dent Dilma Rousseff. 2016 is a vital year for Senator Aecio Neves where he must demonstrate with actions that he is the leader of the party PSDB as well as the top candidate for the elections in 2018. Neves is a father of three children, a daugh- ter from his first marriage (1991-1998) and twins born in June to his current wife Leti- cia Weber, whom he married in 2013. AMD

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Advert_A4_HR_template.indd 1 07-01-2015 18:53:32 Corporate social responsibility Denmark - an international frontrunner

It can be argued that simply by operating CSR – a Government Denmark ranging from small companies to in a foreign country, a company contributes large multinational corporations. with substantial benefits for the society – priority In 2014, the winner of the CSR Abroad both at home and abroad - in promoting Prize, awarded by the Ministry of Foreign job creation and economic growth. Why Since 2009, companies in Denmark have Affairs and the Danish Investment Fund should companies then bother with corpo- been obliged by law to address CSR in their for Developing Countries (IFU) was the rate social responsibility (CSR)? Isn’t it just annual reports. Inspired by the Danish manufacturer of outdoor furniture, Scan- “green-laundering” and additional costs model, legal requirements to report on CSR Com International A/S. This company was for the companies? are now being agreed within the EU. awarded for its exemplary compliance with The Danish Government supports com- international standards of social, environ- panies to ensure the best possible frame- Much more than mental and economic development in Viet- work conditions for companies to fulfill nam, Indonesia and Brazil. a glossy image their CSR while also running a profitable business. A national action plan for re- Denmark is among the international sponsible growth as well as a number of Speech is silver, frontrunners when it comes to responsible guidelines and web-based tools have been action is gold growth. In recent years, many Danish com- developed, which make it easier for companies have been praised for their innova- panies, suppliers and buyers to engage in Danish companies have experienced that tive initiatives and approaches towards CSR. Amongst the Government’s CSR focus CSR can boost innovation, result in cost- CSR. For these companies, CSR is not only areas are promoting gender equality, the savings, increase brand differentiation and about image management. It is about act- working environment, climate and the en- assure higher customer and employee sat- ing responsible when doing business and vironment and that Denmark ranks among isfaction. diminishing their own and their stakehold- the best in the world for Cleantech. A Danish manufacturer of play materials ers’ negative footprints on society - envi- A Danish Council on Corporate Social is ranked amongst the companies with the ronmentally, socially and ethically. More- Responsibility has been appointed. The best CSR reputation in the world. Amongst over, for many Danish companies, CSR is purpose of the council is to advance the the objectives are reduced energy con- not about throwing money at random dialogue about CSR between the govern- sumption and use of raw materials and social causes for purely commercial pur- ment and the business world. Further, the waste and the well-being of employees and poses. It is becoming an integrated part of Council shall develop and support the posi- local communities. The company funded the company business model and a source tion of strength of the Danish companies the installation of offshore wind turbines of profit. internationally through diffusion of CSR and improved their energy efficiency by in business. Finally, the objective is to en- using more efficient manufacturing equip- courage a debate on CSR relating to the ment. Amongst the benefits from the CSR companies and the media and thus making efforts in 2014 were a reduction of 10,000 Denmark and Danish companies known for tonnes CO2 from products being sold in responsible growth and sustainability*. smaller, FSC-certified boxes, increased product safety with zero product recalls The CSR Compass and and high scores on employee motivation and satisfaction. awards guide the way A leading Danish bank promote financial literacy among children and youth through One of the tools for assisting the com- locally based activities in the countries panies is the CSR Compass - a result of the where they operate. These initiatives in- close collaboration between the Ministry of clude advisory services, educational mate- Business and Growth and the Confedera- rials and online learning games for children tion of Danish Industry (DI). It is a website and youngsters. In addition, a training pro- which can guide and inspire companies gramme for young female immigrants has wishing to develop and strengthen their been established. By promoting financial CSR efforts, for instance by implementing knowledge and responsibility among the complaint mechanisms**. next generation of customers and future Another Danish public-private initia- employees, the company sees a potential tive is the CSR Awards which since 2011 for a surplus on the bottom line. have been attributed to companies that A Danish company providing healthcare integrate CSR and sustainability into the and safety services is the first supplier of heart of their business. The high number of ambulance services to have installed solar nominees for the awards every year show panels on ambulance roofs thereby provid- the width and diversity of the CSR efforts in ing the ambulance with electricity. Further- Ambassador Kim Højlund Christensen 8 jan/mar 2015 Forbes Top Ten Billionaires

1. Bill Gates USD 79.2 billion Microsoft

2. Carlos Slim Helu USD 77.1 billion Telecom

more, the company has cut costs by implementing an eco-drive project in their vehi- cles, saving considerable amounts of fuel. 3. Warren Buffett USD 72.7 billion Berkshire Danish CSR in Brazil Hathaway The CSR endeavours of Danish companies have also reached Brazil. The award winning ScanCom International A/S mentioned above is assuring that the supply chain of FSC certified wood is backed up by its own saw mills in order to ensure compli- 4. Amancio Ortega USD 64.5 billion Zara ance with international standards of legal logging and to avoid timber laundering. Other examples include a Danish dairy company who has brought forward a transi- tion to use sustainable soy in order to combat the negative social and environmental 5. Larry Ellison USD 54.3 billion Oracle impacts of traditional soy bean farming. Also one of the worlds’ leading hearing aid manufacturers has established hearing aid clinics in the Amazon and funds a project to support sustainable hearing care for children and adults in impoverished communities. 6. Charles Koch USD 42.9 billion diversified Several other Danish companies have introduced sustainable work processes in Bra- zil, and I am convinced that more will follow.

CSR is here to stay 7. David Koch USD 42.9 billion diversified There are several reasons why Denmark and Danish companies are among the international frontrunners in terms of social and environmental responsibility. These reasons include the many measures and resources devoted to creating responsible 8. Christy Walton USD 41.7 billion Wal-Mart growth, as well as the sharp focus on areas that affect social and environmental responsibility. Undoubtedly, corporate social responsibility is no longer just a buzzword. It is here to stay. 9. Jim Walton USD 40.6 billion Wal-Mart Ambassador Kim Højlund Christensen Ambassador of Denmark to Brazil

More information... 10. Liliane Bettencourt USD 40.1 billion L’Oreal www.csrgov.dk; www.csrcouncil.dk; www.csrkompasset.dk Source: Forbes October 2015 jan/mar 2015 9

The private sector’s failure to act and the logics of pessimism make things harder in Brazil

When I analyze the real dimension of In spite of major mistakes in the economic Brazil’s macroeconomic problems with the policies in the years of 2013 and 2014 in utmost intellectual earnestness, I simply particular, in spite of freezing administered do not see them as warranting a drop of prices and the subsequent impact on the 3% in the GDP in 2015 and 2% in 2016. The finances of the state-owned companies (es- Brazilian problems, well-known by all, do pecially Petrobras) and on public finances, no justify a correction of this magnitude. In in spite of the fiscal maneuvers and the in- other words, the current fiscal difficulties cestuous relationship among the Treasury, as they present today, the adjustment of the BNDES development bank and public relative prices, and the crisis of Petrobras banks to the tune of BRL 500 billion– which are not capable in themselves of justifying heavily undermined the fiscal credibility of the dramatic drop in economic activity and the country resulting in a downgrade of the the rise of the unemployment rate we are country’s rating and strong depreciation of currently seeing. There are other explana- the national currency, and in spite of the tory elements involved. I hope those who Operation Car Wash investigations into the read this are able to comprehend what Oil & Gas chain and the civil construction I want to convey herein. I am suggesting industry - well, in spite of all of this, none that this is a political crisis - not a clas- of the aforementioned justify the dramatic sic economic one. If it were an economic plunge of the GDP this year and the forecast crisis, the solutions would have already for 2016. I would say that, due to all the is- been well underway. It seems obvi- sues mentioned, it would be reasonable to ous to say that the current Brazilian expect a GDP of virtually zero growth in problem is entirely in the hands 2015, considering that the Operation Car of the Congress. This could, on Wash alone was responsible for knocking one hand, prove to be good 2 percentage points off the GDP in the cur- news if we are able to quickly rent year. In other words, growth at levels overcome the political conun- below what could be attributed to the over- drum we have got ourselves all global deceleration, which has forced all into. It could, on the other emerging countries’ GDPs down, was to be hand, be bad news if the choice expected. Let us not forget that what is hap- made by the Congress is to linger in pening in Brazil (in addition to our complex a long-lasting deadlock. idiosyncratic problems) is also part of a general crisis seen in all emerging countries. Octavio de Barros 10 apr/jun 2014 Chief Economist The explanation for this discrepancy, In a mature and sophisticated econo- mism which now marks all and any action as I see it, is exclusively in the rever- my such as Brazil’s, it was not predictable of the opposition towards the government. beration of the political crisis which that this would play out the way it did. It This vicious cycle of the culture of pes- has severely affected the confidence of was thought that the necessary correc- simism will never be broken if the private economic agents, households and com- tion of route in the economic policies - sector does not intervene urgently, thus panies. There is an uncontrolled process; to compensate for the excesses of 2013 reducing the impact of its hitherto lack of a trench warfare that is transmitted to so- and 2014 - would be done after the elec- action and positioning itself in favor not of ciety as criminalization of a mere debate tions (as always happens in Brazil, where this or that government, but in favor of the of any subject, including that of economic campaign rhetoric is rarely respected). The country. As already mentioned, it is evident affairs, generating widespread political dis- thesis that the current confidence crisis was that there are plenty of reasons for a some- trust and generalized discouragement of caused by so-called “electoral fraud” is very what pessimistic and negative economic the economic agents. Therefore, nothing is weak. Not by far would it in itself have been scenario and therefore an inevitable fiscal more urgent in Brazil than to restore con- enough to cause the level of damage to the adjustment; however, it would be perfectly fidence with the support of those groups confidence and economic activity as we are viable to carry out the needed corrections if within Congress which have a constructive experiencing. Electoral fraud (a condem- the political conditions were at least mini- take on the country. This would be entirely nable practice which has been common in mally normalized as has happened in previ- viable if the country was able to gather po- Brazil for decades) has never before caused ous economic cycles. litically around a minimal agenda of interest depressions of this magnitude in Brazil. If exaggerated pessimism was not a to all, despite the political heat of the mo- What occurred was a reaction to the results complete obsession on the part of in- ment. The role of the private sector could of the elections which were perceived as fluential opinion-makers and political be decisive at a moment like this; however, adverse by important political segments shakers, the confidence of the economic I still see a certain level of failure to act or in the midst of a media-generated frenzy agents, households and companies would perhaps reluctance to take a stand. This will over the investigations into the corruption not have reached the record low figures, have to be overcome as fast as possible. I scandal dubbed ‘Operation Car Wash’. The thus reducing consumption and invest- do not see another alternative besides obsession with engaging in endless political ment decisions. However, the logic of the greater involvement of the private sector combat with the government is starting to current political crisis is deeply rooted in which should act more forcefully so that border irrationality, in my humble opinion. the low confidence level of society and the the temptation to criminalize all and any In the spite of management and com- business world. Commentator Vinicius Tor- in power does not severely compromise the munication difficulties of the Roussef res Freire said that we are facing a “hope future of the country. It is clear to me that government in its first term in office, one grinder” with serious consequences in the everyone wishes to go back to work with ought to recognize that there has been a usually favorable interpretation that the at least a minimum of a medium-term per- meaningful and qualitative improvement world makes of the opportunities offered by spective. Foreign investors, who are clearly in the management of economic policies the most sectorially diversified country in less pessimistic than Brazilians, are facing a which needs to be supported because it the emerging world, after China. We don’t disjunction: they display great appetite for leads in the direction of overcoming the seem to ever hit rock bottom, and no one acquisitions in Brazil, given the price reduc- short-term fiscal crisis (hence the urgent has yet been able to forecast the turning tion of the assets, but also wish to get an need for instituting the CPMF tax) and to- point, differently from what was seen dur- indication that the short-term political crisis wards intertemporal solutions (reform of ing previous crises Brazil has gone through. will not turn into a long-term halt. the social security system and development After these digressions, what really I believe that a minimal agenda of work of radical budgetary governance). Whether matters is to look forward and focus on for the country is possible. I also believe they wanted to or not, if any other political three or four important reforms that will that even the opposition should be very group were in power today, they would rig- allow the country to get out of the situ- interested in getting certain reforms orously implement the exact same agenda ation it is in. With the dramatic fall of tax off the ground now, so that reform work of adjustments. Despite the recent mistakes revenues resulting from the crisis and the would not have to start from scratch after made and owned up to, the necessary ad- cautious behavior of both companies and a potential shift in government power in justments are within arm’s reach and de- households, it is essential to set the country 2019. This agenda, not all that complex and pend solely on the Congress at this time - free from short-term bleak outlooks and start without significant ideological divergences, and not on the government, who is, even if looking at reforms which will restore fiscal could easily be adopted were we not going only recently, aware of the course to take. confidence, both medium and long-term. through the irrationality of a political parti- However, the governance crisis was incited There is no other alternative. This is what sanship crisis that could already have been with the strain on the current government will allow the process of growth to resume, overcome. This would be the time to enter that has had its image firmly associated to as well as the advancement of reforms to in- into a truce in favor of the country, notwith- the corruption scandals by the media. As a crease productivity, to open up the economy standing the tough political clashes inherent result, political pressure has increased so as and to promote investments in infrastructure. to democracy. The political crisis has grown to reduce the power of all and any adjust- What amazes me is that the Brazilian independent from the economy in a way nev- ment measure towards the right direction, challenges seem to be easily overcome er seen in Brazil before. The political game e.g. the nomination of Joaquim Levy as within a minimally favorable gover- coldly ignores both the millions of jobs be- Minister of Finance. nance environment. One positive point is ing sacrificed and the fact that the Brazilian With the record fall in government popu- the fact that for the first time in decades, economy is being set years back in terms of larity (not for the level reached, but for the crisis faced by Brazil does not have its production and investment levels. This was how fast it happened), the political reor- roots in the balance of payments, which not really needed, nor should it be treated ganization capability of the government points towards a sustainable balance. as something inevitable on account of what- in the Congress was virtually crippled. The ever economic policy mistakes made during autonomy acquired through this policy laid Octavio de Barros the first term of the incumbent president. the cornerstone for the culture of pessi- Chief Economist Bradesco jan/mar 2015 11 What is the

alternative? It is a common belief that one has to take advantage of a crisis to make the tough Brazil is depressed, clinically. The coun- suffer even more. In the absence of adjust- changes: fear of the worst turns consolida- try fails to see a way out of its problems. ment via prices, the economy may need to tion and reforms into the lesser evil. In nor- The fiscal problem is seen as insoluble. further adjust through quantities. mal times when facing two difficult choices, Meanwhile, economic activity continues The fiscal uncertainty leads to higher the hope is that a more benign third option to decline, with no signs of stabilization sovereign risk, which reduces investment, would eventually materialize. Decisions are in production or demand. The economic hindering activity and weakening the la- thus delayed, waiting for this benign option department of Itaú is forecasting another bor market. This weakness destroys jobs that never appears. A crisis, on the other year of GDP contraction in 2016 (-2.5%), and forces a decline in real wages, total hand, forces a decision (provided there is a with CPI inflation still elevated, at 7%. wage bill and consumption. The recession minimum of organization and leadership). A better economic outlook is condition- may deepen. There certainly are hard choices to be al on the adjustment in public accounts, The loss of real income, which dispropor- made: revising benefits, adjusting the size which is not happening. How to solve the tionately affects the low-income popula- of the State to the available income. This fiscal problem? No one believes in promises tion, would impact income distribution and is far from a trivial task. It is easier to give anymore. But what if this time it is for real, the new middle class would suffer, being than take. Or engage in self deception rath- with expenditure cuts? Allegedly, there is pushed down to the low-income class, a er than to accept reality. no space for that (even though spending traumatic backward movement. The devel- But this harsh reality should not be a rea- stands above 40% of GDP). And increasing opments described above would be the ef- son for procrastinating. The tough task needs taxes, as was done in the past? fective result of choosing not to decide. But to be handled right here, right now. The People won’t accept that any more. The what is the actual alternative? policies adopted today are not neutral: they solution thus is to passively accept a prima- At present, further spending cuts are worsen or improve the structural problems. ry deficit (that makes a total budget deficit seen as very difficult, as well as decreasing Not all is stalled. Some adjustments are of close to 10% of GDP)? Definitely no. Do- social security benefits is seen as unpopu- underway. The more depreciated exchange ing so is equivalent to choosing higher in- lar and almost impossible. But increasing rate is already reducing the current account flation, deeper recession, lower real wages inflation, higher sovereign risk, deepening deficit and stimulating export or import com- and worsening income distribution. the recession and worsening income distri- peting sectors. This is one of the few current In the absence of other feasible alterna- bution – is that a valid alternative? sources of growth for the Brazilian economy. tives, inflation is the ultimate solution. The I refuse to believe that a country with so Freeing regulated prices brought relief by depreciation of the real depreciation would much spending and inefficiency is unable removing relevant distortions and helping translate into higher inflation, and lower in- to find room for some improvement. Surely, the economy. The quasi-fiscal adjustment comes (in income in real terms). Wages hard- there are low-hanging fruits to be harvest- corrected unsustainable subsidized pro- ly keep up with accelerating inflation, speed. The counterargument is that, unlike the grams. Investment in infrastructure and the cially when labor market is weakening. In this harvesting of fruit in the tropics, improving reforms of PIS/Cofins and ICMS unification, scenario, the poorer loose more, since they the economy needs a minimum of organi- if approved, are efforts in the right direction. financially more vulnerable and consumption zation, leadership and some consensus. But it is essential to solve the fiscal prob- takes up a larger share of their income. We certainly have problems deemed lem, in order to see hopes of stabilization Inflation is a regressive tax that closes “structural” (meaning, long-standing and and economic recovery. This will require the gap by brute force. In the past, it was difficult to solve). It is believed that the the implementation, for example, of bud- Brazil’s classical solution. Current lead- Brazilian society has adopted a major “so- get cuts in the short term (and future re- ership in Brazil refuses to opt out of this cial contract” since at least the 1988 Con- forms to limit spending growth in the long solution. But the old solution will face the stitution, which granted benefits to various term). That could avoiding a crisis, or in modern institutions: there are now infla- groups of people. But these benefits no other words, avoid choosing implicitly the tion targets and a central bank with the longer fit inside Brazil’s GDP. The tax bur- worst option. responsibility to meeting them. To avoid den required to afford this welfare state higher inflation, economic activity may has already paralyzed the economy. Ilan Goldfajn, Chief Economist and Partner of Itaú Unibanco

12 apr/jun 2015 aug/nov 2015 13 GRAPH number 1

Sources: IBGE and Santander.

The upward trend of the public debt

The public sector debt to-GDP ratio dy- the fiscal maneuvers of last year (pedala- gross debt minus the assets of the federal namic has attracted the market’s attention das fiscais) over a period of two years, in- government, such as its credit with official since mid-2014. It became a key issue in stead of all at once, to offset the impact of financial institutions (state-owned banks), the debate over the consistency of Brazil- a deeper recession on the primary balance and international reserves. Therefore, the ian macroeconomic fundamentals after (1) result, likely the primary result for 2015 net debt-to-GDP ratio was positive, af- the government reduced the public sector will be around -1.1% of GDP and for 2016, fected by the recent BRL depreciation, primary surplus targets in upcoming years1; -1.0% of GDP. which increased the value of international (2) the government projected a deficit for The government announced a new fis- reserves in BRL. the 2016 budget of BRL30.5 billion (0.5% of cal package for 2016 amounting to BRL66 However, the gross government debt-to- GDP) to the Congress; and, consequently; billion (40% spending cut measures and GDP ratio broke through the 55.5% of GDP and (3) the country lost its investment-grade 60% revenue increase measures), or 1.1% mark (the average from YE2006 through rating from one of the rating agencies. of GDP, the effectiveness of which depends 1H2014), reaching 66.1% in October, as First and foremost, the primary result in on a single measure: the reinstatement of a result of economic deceleration, the in- the 12-month period between the end of 2013 the CPMF (tax on financial transactions). crease in the primary imbalance throughout and October 2015 declined from a surplus of This tax would constitute 50% of the total 2H14, the increase in debt service costs ow- 1.8% of GDP to a deficit of 0.7% of GDP, a package amount and has to be approved by ing to monetary tightening, and the BRL’s shift of 2.5 percentage points of GDP, mainly a Constitutional Amendment (PEC), which sharp depreciation. That marks the reemer- because of dampened spending growth and requires a qualified quorum of three-fifths gence of concerns in the markets about the the impact of the economic cycle. in two vote sessions in each house (Lower cost of the debt as a substantial ingredient Looking forward, we see spending grow- House and Senate). If all of new fiscal mea- in the debt-to-GDP ratio dynamic. ing close to its average rate of the last 20 sures that can be easily implemented (those years and revenue contracting in real terms depending on a government decision and/ this year and next. By our estimates, the or simple majority vote in the Congress) are direct impact of a GDP growth contraction approved, the fiscal saving would be around for two consecutive years (-3% in 2015 and of 0.5% of GDP. Considering the perspective -2% in 2016, according to our baseline sce- for primary result in 2016, 0.5% of GDP in nario) would be revenue losses of around fiscal savings constitutes less than one-third 1.4 p.p. and 0.5 p.p.. Thus, even with the of the total fiscal amount needed to pro- optimistic hypothesis that the government mote a primary balance. will continue to reduce spending growth, The result of primary balance worsen- increase nonrecurring revenues, and pay ing, monetary tightening cycle and currency depreciation was the net and gross debt upward trend. The net debt (gross 1 The lack of economic growth, and the consequent drop in tax collections, was the reason used by the debt discounted the federal assets) rose fiscal authorities to reduce the primary surplus tar- more mildly, 2.7 p.p., between the end of get to 0.15% of GDP from 1.1% of GDP in 2015, to 2013 and October 2015 (to 34.2% of GDP 0.7% of GDP from 2.0% of GDP in 2016, and to set the target at 1.3% for 2017. In October, the 2015 pri- registered in October 2015 from 31.5% of mary target was again lowered to -0.85% of GDP. GDP posted in December 2013). Net debt is

Senior economist Tatiana Pinheiro 14 apr/jun 2014 GRAPH number 1

Sources: IBGE and Santander.

Between YE2013 and October 2015, the gross debt skyrocketed 12.8 p.p., of which Gross and Net General Government Debt-to-GDP Ratio 3.6 p.p. was due to an increase in federal securities bond issuance; 2.5 p.p. was due 70.0 to the primary balance shift we mentioned Investment Grade 66.1 above; 2.4 p.p. was due to debt service 65.0 payments reflecting monetary tightening 60.0 and the impact of BRL depreciation on de- 55.0 56.6 rivatives (swap operations); 1.3 p.p. was 50.0 external debt due to the BRL’s deprecia- 45.0 Up grade tion; and 3.2 p.p. was due to the economic 40.0 deceleration (see table below, at left). We 34.2 35.0 highlight that according to the BCB, the 30.0 cost of derivatives is counted as nominal interest, which amounts to 2.3% of GDP Apr-07 Apr-08 Apr-09 Apr-10 Apr-11 Apr-12 Apr-13 Apr-14 Apr-15 Dec-06 Dec-07 Dec-08 Dec-09 Dec-10 Dec-11 Dec-12 Dec-13 Dec-14 in the same period, which means that the Aug-07 Aug-08 Aug-09 Aug-10 Aug-11 Aug-12 Aug-13 Aug-14 Aug-15 entire increase in nominal interest was Net Government Debt Gross Government Debt due to the impact of the BRL’s depreciation on the cost of derivatives. Source: BCB Broadly speaking, the government debt dynamic is driven by the primary balance as a percentage of GDP and the difference between the real interest rate and GDP nancial institutions (state-owned banks) in mary result plus the money supply expan- growth. A primary surplus lowers total debt the last 10 years has also affected the gross sion3 to promote stability or a decline in the because it diminishes the government’s fi- debt dynamic. If the growth rate of federal gross debt-to-GDP ratio. nancial needs, while a primary deficit raises assets exceeds their rate of return and GDP Therefore, a benign gross debt-to-GDP total debt because it increases the govern- growth, it pulls the gross debt up, and vice ratio dynamic in upcoming years depends ment’s financial needs. If the real interest versa. on the amount of federal assets (internal rate is higher than GDP growth, the gov- 3) Seigniorage, the erosion in the mon- and external) growing below their rate of ernment debt-to-GDP ratio rises, over time, ey supply owing to inflation and GDP return. The growth rate of the money sup- and vice versa. growth—must be counted in the evolution ply running above GDP growth works to Nevertheless, other variables besides of the gross debt. In this case, the growth pull the gross debt down, however it has a the primary balance and the difference rate of the money supply running above limited impact on the debt dynamic mainly between the real interest rate and GDP GDP growth works in an opposite way, because of its small weight on debt (4.8% growth also influence the debt dynamic pulling the gross debt down. Inflation ac- of GDP in last August). That said, for the (especially the gross debt dynamic). These celeration reduces the purchasing power of next years the interest rate has to decrease variables include subsidized federal gov- the currency, working as a tax that falls on and the primary balance has to register ernment credit with official financial insti- those who hold the existing currency. surpluses in order to stabilize the public tutions; international reserves; the impact 4) Finally, the asset adjustment also debt to GDP ratio. of the exchange rate on the cost of debt via affects changes in the gross debt. For in- Taking into account the consensus fore- external debt and derivatives operations; stance the capitalization of federal finan- cast for the next years, the debt interest the impact of growth on the money supply; cial institutions and state-owned compa- rate-GDP growth gap in upcoming years and asset adjustments. nies for example, pulls the gross debt up, will be positive, and higher than the pri- 1) The total debt comprises internal and while privatization/concession revenue mary result expected for this period, which external debt. The implicit interest rate2 is pulls the debt down. means that the gross debt-to-GDP ratio affected by both the Selic rate, currency That said, the gross debt-to-GDP ratio will rise, and only from 2018 onward would fluctuations, and the international interest trend depends on the relationship between it decline for the gross debt-to-GDP ratio, rate, weighted by the size of domestic debt the primary result and the gap between when the debt interest rate-GDP growth and external debt. Therefore, the implicit the debt interest rate and nominal GDP gap is smaller than primary result expecta- interest rate running above GDP growth growth, assuming that variations in other tions. pulls the gross debt up, and vice versa. drivers are insignificant. Basically, in a 2) The increase in the federal govern- scenario with no significant currency fluc- Tatiana Pinheiro ment’s subsidized credits with official fi- tuations and no increase in federal assets Senior economist at Banco Santander above their rate of return, the pace of debt growth is determined by the gap between 2 We estimate the implicit cost of debt as the inter- the debt’s interest rate and GDP growth, est accumulated in the last 12 months divided by the 3 Money supply growth above the nominal GDP gross debt in the last 12 months. and it has to be equal to or below the pri- growth.

apr/jul 2015 15 Top 25 brands

Position Brand Value (US$ billions) Growth 1 Apple 170,28 43% 2 Google 120,31 12% 3 Coca Cola 78,42 -4% Tax Burden (%GDP) 4 Microsoft 67,67 11%

Position Country Tax Burden 5 IBM 65,09 -10% 1 Denmark 48,6% 6 Toyota 49,05 16% 7 Samsung 45,30 0% 2 France 45,0% 8 GE 42,30 -7% 3 Finland 44,0% 9 Mc Donald’s 39,80 -6% 4 Sweden 42,8% 10 Amazon 37,95 29% 5 Italy 42,6% 11 BMW 37,21 9%

6 Norway 40,8% 12 Mercedes Benz 36,71 7% 13 Disney 36,51 13% 7 Germany 36,7% 14 Intel 35,41 4% 8 Brazil 36,0% 15 Cisco 29,85 -3% 9 Portugal 33,4% 16 Oracle 27,28 5% 10 United Kingdom 32,9% 17 Nike 23,07 16% 11 Spain 32,3% 18 HP 23,06 -3%

12 Argentina 31,2% 19 Honda 22,98 6% 20 Louis Vuitton 22,25 -1% 13 Canada 30,6% 21 H&M 22,22 5% 14 Japan 29,5% 22 Gillette 22,21 -3% 15 Turkey 29,3% 23 Facebook 22,03 54% 16 Russia 28,7% 24 Pepsi 19,62 3% 17 Uruguay 27,1% 25 American Express 18,92 -3%

18 South Africa 26,9% Source: Interbrand

19 USA 25,4% 20 South Korea 24,3% Expected economic growth 21 China 21,0% 2014 2015 2016 22 Chile 20,2% World 3,4% 3,1% 3,6% 23 Mexico 19,7% Developed countries 1,8% 2,0% 2,2%

24 India 19,4% USA 2,4% 2,6% 2,8% Euro Zone 0,9% 1,5% 1,6% 25 Paraguay 16,4% Japan -0,0% 0,0% 1,0% Average BRICS Developing Countries 4,6% 4,0% 4,5% with Brazil 26,2% China 7,3% 6,8% 6,3% Average BRICS Latin America and Caribbean 1,3% -0,3% 0,8% without Brazil 23,0% Brazil 0,1% -3,0% -2,0% Average OCDE 34,1% Mexico 2,1% 2,3% 2,8% Source: OCDE/IMF/BPT Source: IMF

16 jul/sep 2009 Competitivity Ranking Position 2014 Position 2015 Biggest metropolitan Switzerland 1 1 Switzerland Regions Number of inhabitants Singapore 2 2 Singapore (millions) USA 3 3 USA Tokyo (Japan) 37,83 Finland 4 4 Germany Germany 5 5 Netherlands New Delhi (India) 24,95 Japan 6 6 Japan Shanghai (China) 22,99

Hong Kong 7 7 Hong Kong Mexico City 22,84 Netherlands 8 8 Finland São Paulo (Brazil) 20,83 UK 9 9 Sweden Mumbai (India) 20,74 Sweden 10 10 UK Russia 53 45 Russia Osaka (Japan) 20,12 South Africa 56 49 South Africa Beijing (China) 19,52

Brazil 57 55 India New York (USA) 18,59 Mexico 61 57 Mexico Cairo (Egypt) 18,41 India 71 75 Brazil Source: The World Economic Forum/Dom Cabral Foundation Source: United Nations

Top 10 meat Top Universities exporters 2015 Position University Country (thousands of metric tons) 1 Caltech USA Country Exports 2 Oxford UK Pork 3 Stanford USA EU 2250 4 Cambridge UK USA 2155 5 MIT USA Canada 1225 Brazil 530 6 Harvard USA China 200 7 Princeton USA Chile 160 8 Imperial College London UK Mexico 120 Vietnam 40 9 ETH Zürich Switzerland Australia 37 10 University of Chicago USA Belarus 30 11 John Hopkins USA Beef and veal 12 Yale USA India 2400 13 Berkeley USA Brazil 2005 Australia 1590 251-300 USP Brazil USA 1098 Source: Times Higher Education New Zealand 555 Paraguay 440 Uruguay 375 Canada 375 EU 310 Belarus 225 Source: USDA/American Cancer Society/Index Mundi jul/sep 2009 17 Public debt

Country Gross Real interest Potential Necessary (%GDP) rate 10 years (%) GDP (%) primary surplus to stabilize debt (%) USA 105 0,4 2,0 -1,7 Japan 246 -1,5 0,7 -5,2 Investment in research Mexico 50 3,0 3,8 -0,3 South Africa 46 5,2 2,8 1,1 to GDP (2012) Brazil 65 7,7 2,5 3,3 Without investment grant Country Ratio Russia 18 6,0 1,5 0,8 South Korea 4,36% Turkey 33 4,3 3,5 0,3 Japan 3,35% Portugal 130 0,9 1,2 -0,3 Germany 2,98% Source: IMF USA 2,79% France 2,29% Asylum statistics (Jan-Mar 2015) China 1,98%

UK 1,73% Position Asylum seekers Major receiving countries Brazil 1,16% 1 Kosovo (48.875) Germany (73.120) Source: Science&Tchnology Ministry/OCDE 2 Syria (29.100) Hungary (32.810) Climatic change 3 Afghanistan (12.910) Italy (15.245) 4 Albania (8,140) France (14.770) Percentage of population that 5 Iraq (7.295) Sweden (11.415) consider the problem as very serious Brazil 86 6 Serbia (6.335) Austria (9.705) Burkina Faso 79 7 Pakistan (5.310) United Kingdom (7.335) Chile 77 8 Ukraine (4.705) Belgium (3.440) Uganda 76 9 Nigeria (4.212) Bulgaria (3.190) India 76 10 Somalia (3.415) Greece (2.610) Peru 75 Source: Época Venezuela 72 Philippines 72 Vietnam 69 Minimum hourly Participation of women in Ghana 68 wages (US$) total Brazilian legislatures Percentage of population that believe developing countries must do as much Australia 12,79 Year Participation of women (%) as developed countires to prevent the UK 10,13 1999 7,4 global warming Germany 9,33 2003 12,3 Brazil 59 Israel 6,11 2007 14,8 Japan 58 Hong Kong 4,19 2011 14,8 Malaysia 52 Slovakia 2,39 2015 16,0 Mexico 50 Source: Time Source: Brazilian Federal Senate Kenya 50 USA 50 Average weekly hours worked Chile 48 France 46 Job Housework Total Uganda 45 Men 41,8 9,8 51,6 South Korea 43 Women 35,7 20,6 56,4 Source: Pew Research Center Source: IBGE 18 jul/sep 2009 jul/sep 2009 19 Average audience at Participation of women in Brasileirão 2015 matches the Brazilian parliament Intentional violent Team Average Gross Participation of women (%) Year death rate per 100.00 audience Income 0,31 1974 inhabitants (2014) 1 Corinthians 31.843 59.000.221 0,95 1978

2 Palmeiras 29.892 57.106.363 1,67 1982 Alagoas 66,5

3 Flamengo 27.225 29.712.899 5,34 1986 Ceará 50,8

4 Grêmio 22.826 21.727.673 5,57 1990 Rio Grande do Norte 50,0

5 Atlético MG 21.910 21.503.772 6,24 1994 Sergipe 48,9

6 Cruzeiro 21.451 22.423.135 5,65 1998 Pará 44,8

7 Internacional 21.362 23.652.446 8,19 2002 Goiás 42,9

8 São Paulo 19.818 21.254.264 8,77 2006 Mato Grosso 42,6

9 Ceará 15.703 8.277.478 8,58 2010 Espírito Santo 42,2

10 Fluminense 14.919 13.789.460 9,94 2014 Bahia 41,4

Source: O Estado de São Paulo Source: TSE/Brazilian Parliament Paraíba 38,4

Pernambuco 37,0 Top art events in São Paulo Amapá 35,6 Rio de Janeiro 34,7 Exhibition Institution Year Number of visitors Maranhão 32,2 Salvador Dalí Tomie Ohtake 2014/2015 538.000 Rondônia 30,9

29th Biennale Bienal de São Paulo 2010 535.000 Acre 26,8

Yayoi Kusama Tomie Ohtake 2014 522.000 Amazonas 26,5 30th Biennale Bienal de São Paulo 2012 517.000 Distrito Federal 25,8 31st Biennale Bienal de São Paulo 2014 472.000 Paraná 25,3 Castelo Rá-Tim-Bum MIS 2014/2015 410.000 Mato Grosso do Sul 24,4 Ron Mueck Pinacoteca 2014/2015 402.000 Tocantins 24,1 Joan Miró Tomie Ohtake 2015 398.000 The Magic World of Escher CCBB 2011 382.000 Piauí 22,9 Impressionism: Paris and modernity - Rio Grande do Sul 22,2 Musée d’Orsay masterpieces CCBB 2012 325.000 Minas Gerais 19,7

Renaissance masters - Roraima 14,7 Italian masterpieces CCBB 2013 317.000 Santa Catarina 13,8

Source: Instituto Tomie Ohtake/Bienal de São Paulo/MIS/Pinacoteca/CCBB São Paulo 12,7 Source: Fórum Brasileiro de Segurança Pública

20 jul/sep 2009 jul/sep 2009 21 Niels Helveg Petersen visits São Paulo How long have you been in poli- would finish depended on negotiations easier to talk about the ones that tics in Denmark? like when you have a regatta of rowing you didn’t like? I was elected for the first time in 1966. I boats; they start at the same time, but There is one person that I adore, namely was 27 years old and I was elected to Par- you never know who gets first. In NATO, Madeleine Albright. I see her once or twice liament from 1966 to 2011 with the excep- we insisted the Baltic countries be treated a year. We are a group of former Ministers tion of the election in 1975. like the other Central and Eastern Euro- of Foreign Affairs who meet and discuss pean countries, so that they could become world affairs, and she is a delightful per- members of NATO. That was the biggest What do you think is your big- son. I like her very much and it is always a accomplishment, and also very important great pleasure to be with her. gest accomplishment as a poli- for Denmark’s security. tician? You have been Minister Which American President has of Finance, Minister for Foreign You have been a Foreign Minister really impressed you? Affairs, and you have been the for 8 years, how was it to be a Bill Clinton was a very good president, I leader of your party. Foreign Minister? How did you think. When he was in Denmark in 2000, it I’d have to mention two accomplishments. leave your fingerprint on the was a fantastic event. The Danes were cra- I was very instrumental in the economic Danish Foreign Policy? zy about him. He was very impressive. Mr. policy which was started in 1982. It was the The enlargement of the EEA and NATO with Obama is a very good President; I admire beginning of an improvement of the Dan- the Baltic States, Poland and the others his health care reform. On the other hand, I ish economy. We did something extremely meant that for the first time in a thousand didn’t like George W. Bush very much. important in 1982. years, Denmark had no threats to its terri- Secondly, I’d say that where I played a piv- tory. We are not threatened by anyone and If you talk about the political otal role in many aspects in regard to Den- that is a fantastic thing in Danish history. mark’s role in the enlargement of the EEA side in Denmark today from out- That has created a new situation for Den- side of Denmark, it looks pretty and NATO. mark’s Foreign Policy. much all the same, maybe apart What roles? You have met a lot of Heads of from immigration. Do you agree? In the case of the EEA, Denmark insisted Yes, there is a very solid agreement in Den- on the so called “Regatta model”, where states and a lot of foreign minis- mark about the whole idea of the welfare all the Central and Eastern European ters. You have met Helmut Kohl state. We do indeed pay high taxes, but we countries would start the negotiation for example. Who are the ones have free education, free hospital care, and with the EEA at the same time. When they that are worth mentioning? Is it free medical services. There is a basic agreement on that and that doesn’t change even when we have a change of government.

Where does your political party, the Social Liberals, stand in the very complex political scenario of today? The Social Liberal Party is a Center party; we cooperate with the Social Democrats, the Liberals and the Conservatives. I have been a member of a Center Right government, I have been a member of a Center Left government, my father was a member of a Center Left government, and a Cen- ter Right government. We are right Cen- ter/ Center in Danish politics. Sometimes people have trouble understanding us but there is one basic sentence that defines us, i.e. “Politics are too important to leave to others”. We want to get involved, whether it is central-left or central-right swayed. We want to put our footprint on the legisla- tion. That’s a guiding principle. 22 apr/jul 2015 Today you are out of the political I think we are very competitive. If you look life but you still play a part, don’t at our current accounts from 2013 and 2014, we have a huge surplus on the trade balance you? with foreign countries. We export much No. more than we import. We sell more goods and services to the outside than we import. Aren’t you a person most people would listen to and get some ad- What about freedom of speech? vice from? Or do you avoid this Denmark has always gone all type of conversation and only go the way for total democracy and to the Political Party’s National free speech. If you know look convention once a year? back upon the Mohamed Crisis, I avoid that. My political experience tells how do you look upon the fact me that if you want to make an impact and if you want to be important in a po- that we all have a responsibility litical discussion, then you must know all of what we say and do? Do you the dirty details. You don’t know them, if think it was a mistake? you follow the politics from the side line, Yes. through the media and TV. They don’t really know what is going on. I have often seen Do you think it could have been that people from outside don’t really get it. tackled in differently? It was tackled in a very stupid way. I do How is Denmark positioned glob- not think that the Danish newspaper Jyl- ally? Do we have the competi- lands Posten should have published these tiveness to compete on the world cartoons, and I don’t think that the Prime I talking to a decent human being or not? market? Minister reacted in a sensible way. When I would say to them: Behave, be decent, he was approached by the ambassadors be trustworthy, be reliable. I think it is not of the Middle Eastern countries, instead of enough, if that is not there. If that is not saying that he wouldn’t meet with them, there, you will never be a good politician. he should have said that he could not re- I have strict newspapers from printing what they For us, Denmark is becoming less wanted, but that he could understand their tolerant in many ways. I have a concerns and that he would advise them very hard time swallowing this to request a meeting with the Minister of worked 60 or Foreign Affairs. He could discuss the mat- anti-immigration law. We live in ter with them. That would have made a tre- a global society and we have a “ mendous difference. But the Prime Minister responsibility. Do you think that 70 hours a wanted confrontation and he got it. I don’t this is just control, because we think that it was good politics. have a political party who sits on Now you are living a new life. You 21,9% of the votes? They are put- week. I try to have time to travel, read books, ting this pressure on both the op- play tennis or football or what- position and on the government ever your heart desires. What do to just keep quiet or else you are enjoy my life, you do with your time now? going to get into trouble. There is one thing that I don’t do. I don’t We will get to grips with this. Our problem have a bad conscience about doing nothing in a globalised world is in a way that we are I love my life. at all. I will never have a workweek of 37 or such a homogeneous people and we love 40 hours. I have worked 60 or 70 hours a Denmark. There are good reasons for that.

week. I try to enjoy my life, I love my life. I I think we live in a fantastic country and it am happily married, I have two dogs. gives us difficulties. We reap great benefits from globalization, our companies compete

I am happily and our welfare and our standard of living Is there anything particular you is drawn from the outside world. But we are are interested in? such a homogeneous small population that married, I “ Politics. we are sensitive to differences. I think we will overcome these things. We have some What would be your advice to a difficult years before us because some Danes have two politician about the huge global feel threatened by the outside world. They problems we have? don’t understand that the outside world is our welfare. We depend on the outside world I think the most important thing is, and for exports and our standard of living. We will that is what I always used to try to discov- come through this crisis, I am not worried. dogs. er, when I meet a political opponent: Am apr/jul 2015 23 What are the main characteris- company is outstanding, and their profits tics a politician needs to have? are outstanding. It is the most valuable I don’t know what would be the answer if company in Scandinavia. Previously we had I were from Thailand, Myanmar or Argen- Statoil, we had Volvo or Nokia. All of the tina. In a Danish context, the requirements sudden, Denmark has the most valuable would be hard work, you should know what company in Scandinavia. you talk about, you should not talk about things you don’t know anything about, de- Why are so few business people cency, you should be decent and behave into politics? well, you should respect your opponents. Because business people are not good poli- You should never hate your opponent; ticians. When you are in business, you have you should respect him. He has a point of a company. There is a company that you are view, you should discuss with him. Try to head of. What is the problem? To analyze understand and get a feeling of what it is what we should do. What is the competi- all about. You should also be very patient. tion, what is the pricing… Once you have You don’t get progress in politics over- analyzed the problem, you can tackle it. night. It takes a long time. I have an image You have a majority, so you can start to act. of politics that says that a political culture The political system is quite different. is not only created by big reforms neces- The political situation is the following: you Curriculum Vitae sary at times, but mostly it is about mak- analyze a situation, you know you have to Niels Helveg Petersen ing the right decisions all the time. Even do this, but you don’t have the majority, so small things matter. You should always try you have to say “How do I create a majority Minister for Economic Affairs 1988-90, your best to make the right decisions. You to make the right decision?” So, it’s totally • should be very critical of yourself. I believe different. • Minister for Foreign Affairs 1993-2000. that a democratic process is like a stalac- Businessmen who come into politics think Member of Folketinget for the Social tite. It drips all the time and you should do it is very easy. You should do this and that. • Liberal Party 1966-74, 1977-93 and your best for each drop. In the end each But where do you get the majority? That is 1994-2011. drop is part of creating something useful. the difference. We have seen very few examples in Den- • Member of the following standing Lars Rebien Sørensen was elect- mark of successful businessmen who have committees: Standing Orders, ed yesterday. How can we use also become successful politicians. Housing, Municipal Affairs, this to do the same kind of effort Ecclesiastical Affairs, European What is your next big project in Affairs, Foreign Policy, Greenland and for other companies in Denmark? Denmark? the Faroe Islands. For me, as a businessman and a I am going home to have my good daily • The Social Liberal Party’s political communicator, this man stands life with my wife, my dogs, my children, spokesman 1968-74 and 1977-78. for many things. my grandchildren; I am looking forward to I don’t think there is an answer to that. In that. • Chairman of the Parliamentary the field where he is in, i.e. diabetes, his JOL Social Liberal Party 1978-88 and of Folketinget’s Economic and Political Affairs Committee 1982-84. • Chairman of the Greater Copenhagen Development Council 1990-93. at European level: Chief of Cabinet with the Danish EU Commisioner Finn Gundelach 1974-77.

Education • Master of Law Copenhagen University 1965. Study of political science at Stanford University, California 1961-62.

Publications • Editor of “Liberté” (the Social Liberals’ magazine) and of “Studenterbladet” (the organ of the Joint Council of Danish Students) while studying. Editor of “På sporet af den nye Grundlov” (“Towards the new Constitution”) 1992.

Niels Helveg Petersen and Chamber President Jens Olesen 24 apr/jul 2015 apr/jul 2015 25 Mads Nipper CEO of Grundfos What is the mission and vision today for Grundfos and the organization? Basically, it is the same as it has been for many years. Grundfos is a global provider of pumps, pump solutions and water technology. It is in our DNA and in our purpose to be a product leader within our industry, to innovate new technologies that contribute to a better world – we care for our planet and our products reduce energy consumption and bring comfort to people around the world.

What is the overall objectives and strategies for Grundfos globally, and what priorities are you promoting around the world? We operate in highly competitive markets. Over the last few years, competition has increased significantly and even though we have been able to increase sales – and win market shares on important markets - our profitability has fallen over a period of four years. Based on that, we have set new direction with a corporate strategy towards 2020 where we will be even more customer centric, prioritize our key markets, stream- line our business, and build a competitive advantage through product leadership, service and end to end supply chain. We have always been good at those disciplines, the challenge is to lift us even higher, so we will remain the first choice for our customers.

What are the key markets for Grundfos around the world? Grundfos is truly a global company with 80 companies in close to 60 countries. In addition, we are present in even more countries with a large number of sales offices. We have divided the world into four major regions covering the Americas, Europe, the Middle East and Africa, Asia Pacific and China. Within these regions, we have defined our market segmentation and our

26 apr/jul 2015 market approach from a number of criteria world could save an astonishing 4 percent. based on market position, growth potential The technology is available today. So there and current profitability. Northern Europe are some very easy pickings that could is traditionally an important market, and have an almost immediate impact on our combined with countries like Japan, Korea climate if put into action. and Canada – we call them our strategic core markets. USA, China and Russia are What are your plans and invest- our growth engine markets, where we will ments for Brazil and are you invest the most to drive over proportional planning a new organization for growth. Eastern and Southern Europe, Sin- your company? gapore and most Spanish Speaking coun- With a difficult economic and political situ- tries in South America are our profit mar- ation in Brazil, we face the same challenges kets, where improving profitability holds that all companies do at the moment. potential over accelerated growth. Brazil Namely rising inflation, exchange rate vola- is to be found amongst our seed markets tility and reduced spending in many areas, together with countries in the Middle East, including the construction sector which is Africa, Asia and Central Asia. These mar- important to us in Brazil. kets will eventually be critical growth driv- Curriculum Vitae On top of this, we also need to address ers for Grundfos, but for different reasons many years of disappointing financial per- Mads Nipper we do not invest aggressively here in this formance in our own local company. strategy period. Group President, CEO - from 2014 Putting it all together, it is quite a chal- •

lenge for our committed and energetic lo- • Born: 1966 What are the major opportuni- cal team to address. Education: Master of Science in ties and challenges for Grundfos • Set against that we have some of our most Business Administration in 1991. today and in the future? experienced leaders directly involved in Appointed CEO of Grundfos in 2014. Water, energy and climate is on almost day-to-day activities. • every politician’s and businessman’s lips Their key short-term agenda is to ensure • Before joining Grundfos he worked these days. The first pump ever produced we increase our performance with respect for LEGO Company for several years in Grundfos in 1945 was a water pump for to our newly formulated 2020 Strategy. (1991-2014) latest as a member of a local farmer close to Bjerringbro. Ever since, we have been in the water business the Management Board as Chief and today the demand for water is grow- Marketing Officer. ing day by day. In some parts of the world, Water, water is a scarce resource, whilst in other parts there is far too much water. We be- When are you going to have a lieve there is a huge market within the wa- energy and new president for Grundfos Bra- ter industry – transporting water, treating “ zil, and how do you tackle the and cleaning waste water. Brazilian market which is very Our pumps and products help the world climate is on challenging today? save energy and cut down on CO2 emis- Although we have much work to do, we are sions – we produce some of the most en- on track with our plans, both financially ergy efficient products in the world. When and from the key leadership perspective. you put these two things together – water almost every Our new Brazilian leadership team is com- and energy - we can really make significant ing together and will be fully operational improvements for our environment and for by the end of this year. our climate. politician’s Combining this local leadership with our We will remain number one in circulators experienced Americas team gives us the that are mainly used in heating. On a global best outcomes, local knowledge, contacts scale Grundfos is the biggest supplier of and and leadership linked up with colleagues circulators – a position we want to fight for. who bring our powerful and important cul- Putting it all together we have water, build- ture into play. ings and industry as our main areas in our businessman’s “ With this in mind we are excited about portfolio – almost everywhere where there Grundfos’ future in Brazil. As the storm is a need to move liquids, we are in busi- clouds in the economy begin to pass, we ness. We say that pumps use 10 percent lips these will be positioned to take full advantage, of the global consumption of electricity, creating an exciting future for our employ- and by replacing them with for example ees and our Group. new high efficient ones from Grundfos the days JOL apr/jul 2015 27 Dansk Erhverv a dynamic organization

The Danish Chamber of Commerce (Dansk refer to the fact that we represent a sector ation in the private sector, while the manu- Erhverv) is a business organization for the which is on the rise. Previously, the manufacturing industry and agriculture sector service industry in Denmark. It is one of the facturing industry and the agricultural account for 17 % and 2 %, respectively. largest professional business organizations sector were by far the biggest and most Today the service industry in Denmark cov- in Denmark with more than 200 employees influential industries in Denmark, but this ers a wide range of occupations. Among and offices in Copenhagen, Aarhus and in pattern has changed. these can be mentioned knowledge-based Brussels. As opposed to many other cham- services such as consulting, architectural bers of commerce, the Danish Chamber of Representing the industry services, IT, design, marketing and audit- Commerce is a strictly private organisa- ing. Similarly there are services related to tion, financed entirely through membership of the future tourism as well as trade, transport and lo- fees. The Chamber represents 17,000 Dan- gistics, and finally there are support func- ish companies and 100 trade associations Over the past 50 years the service industry tions such as recruiting and cleaning. within trade, tourism, business services, IT, in Denmark has grown. Today, more than The Danish service industry far from just welfare services and transportation. 70 % of all private sector employees in targets the domestic market. Rather, Dan- At The Danish Chamber of Commerce we Denmark are employed within the service ish service companies export to many dif- consider ourselves the ‘business organi- sector. Since 1966 the employment rate in ferent countries. The export of services zation of the future’. By this, we mean to the service sector has risen by more than has grown significantly in the past several 45 %. In comparison, the employment years and today, services constitute a sig- rates in the manufacturing industry and nificant share of the total Danish export. At agriculture sector have fallen by approxi- the Danish Chamber of Commerce we rep- mately 50% and 77 %, respectively, over resent many such exporting service compa- the same period. nies. The Danish company Falck is a mem- Similarly, the service industry accounts for ber of the Chamber and a good example of nearly two-thirds of the annual value cre- this successful export. Falck is present in 45 countries worldwide, and in 10 Latin American countries –among them Brazil. Falck is providing services within emergency services, healthcare and safety training to governments, corporate customers and private households. In Brazil, Falck is present within industrial fire services and in training of offshore, maritime and industrial personnel in safety and firefighting. Falck has been present in Brazil since 2005. Among the latest devel- opments for the company is winning the

28 jul/sep 2014 Dansk Erhverv headquarter at the Stock Exchange building firefighting contract at Rio International Danish courts all the way to the Supreme Airport in 2014. In 2015 Falck has achieved Court. In this way, a membership of the the certificate from the Brazilian Civil Avia- Danish Chamber of Commerce is also a tion Agency to become a national school guarantee that you will have access to the for training of airport fire fighters. legal assistance that you as a company will need. Whether regarding small everyday Membership services challenges like hiring or firing employees, or whether it regards bigger and more When it comes to the support and services complex legal issues. The competitive col- that are offered to the members of Dan- lective agreements that we in the Chamber ish Chamber of Commerce, these stretch offer to our members, provide lower labour across a wide range of areas. To simplify, costs in certain sectors compared to mem- Jens Klarskov, CEO the services that we offer can be divided bership with other competing business or- into two broad categories. The first role is ganisations also involved in the collective that of a legal advisor on labour law and bargaining. range of areas, stretching from ICT to re- as a social partner, where the Chamber is The political role of the Chamber consists tail, e-commerce, energy, CSR etc. Simi- involved as one of the negotiating part- of representing the interests of our mem- larly, our international department works ners in the collective bargains that govern bers at national and European level. The to strengthen and ease the export of our the Danish labour market. The second role Chamber has a team of specialised lobby- internationally oriented companies. On relates to the Chamber’s role as a political ists, and a large competent economics and the international agenda we offer sup- advocate for business and the private sec- analysis department to support the work port to individual member companies factor. being done by our advisors and lobbyists. ing challenges in foreign markets, just like The advisory function provides members One best practice example from the po- we organise collective export oriented with in-depth legal assistance on issues litical department is that the Danish gov- delegations to markets of interest to our like labour laws and working environment ernment, after intense lobbying from the members. Similarly, we work with other or- and similarly gives advice on human re- Chamber, decided to reduce the VAT-rates ganisations and the Danish Ministry of For- sources and management issues. It is also for hotels. But the examples of the political eign Affairs, to continuously improve the in this advisory role that the Chamber acts successes that we achieve together with export promotion policies and tools aimed as negotiator in the collective bargaining. our members are many. The Chamber has at strengthening the export conditions of The lawyers from the Chamber can further- specialists working focused on improving Danish businesses. more take the members’ cases through the conditions for our members within a wide Dansk Erhverv

jan/mar 2015 29 Lego in Brazil The LEGO Group can look back The success story of the tem, which is what the now 3120 different onto an impressive success story: in LEGO brick LEGO elements are still based on. LEGO 1932 Ole Kirk Christiansen founded bricks can be combined in an endless variety of combinations in continuously new a production company for wooden The name “LEGO” comes from the two ways. For six bricks of the same color with toys in the Danish city of Billund. Danish words “leg” and “godt”, which 2X4 studs alone, there are 915 million com- His central idea was, “Only the translates to “play well”. The triumph bination possibilities. The imagination has of the LEGO Group started almost fifteen best is good enough.” The motto therefore no boundaries. stayed, but other than that, a lot years after the foundation of the company, changed. The company has moved when Ole Kirk Christiansen discovered that from the originally small workshop plastic was the ideal material for toy pro- back in 1932, to become one of the duction. At the end of the 1940s, the first largest toy companies in the world. bricks hit the market, which resemble the modern classic of today. In 1958 Chris- tiansen perfected the LEGO brick with the familiar knobs-and-tubes-connecting-sys-

30 jul/sep 2014 From small to big: Building fun for every LEGO fan

In addition to the classic LEGO brick sets, the LEGO Group has over 25 product lines in their range. The product lines of LEGO DUPLO and City, with their realistic themes, are especially made for preschool and primary school children. Boys aged seven and up can dive into different fantasy worlds whether it’s with the LEGO Super Heroes or the galactic LEGO Star Wars™ Sets or with the action-packed, Asian themed, Ninjago characters. Technic enthusiastic children from around age nine will find the MIND- STORMS and Technic sets interesting. In 2004 LEGO in Brazil also went through Not only children but also adults enjoy tricky a tough moment, due to the challenging Inspired by the motto “Only the best is construction challenges of the Technic and situation the LEGO Group was experiencing good enough” and fueled by the dream of Architecture sets or the exclusive items such throughout the world. inspiring and developing the builders of to- as the LEGO Creator Expert ones. In 2005 the LEGO Group decided to find morrow, LEGO do Brazil currently counts on The newest & most successful product another distributor and MCASSAB was cho- 28 employees that work every day to make launch to date is LEGO Friends, a line fo- sen to manage the LEGO business. This has sure every child in Brazil has an opportu- cusing on friendship between five girls. The been successfully done ever since, and im- nity to experience the LEGO play and learn products are successfully combining build- portant milestones were achieved, such as through its endless possibilities. ing and role play around the themes of na- the opening of the first LEGO monobrand Lego ture, sport, music, and animals. store in 2010 (in Shopping Cidade Jardim, São Paulo) and two more in 2013 in Rio de Creativity, Quality, and Janeiro and Curitiba. Considering the great potential to posi- Building-fun guaranteed tively influence the future of the Brazilian for generations children, LEGO decided to take it a step forward and opened an office in São Paulo, Whether playing with a bicycle, spaceship in May of 2014. or train station, the values of creativity, fun, During the last year and a half, LEGO do quality, learning and care apply to all LEGO Brazil has been focused on further building products and services. These values and the the brand and strengthening the bond with LEGO brick are the heart of the LEGO Brand the Brazilian families, through content and and are continuously brought to life in our engagement activities, as well as a strong product development, and shared with kids focus on delivering the best shopping ex- around the world. Hopefully someday they perience to parents and gift givers. will share their LEGO childhood play experience with their children.

Building LEGO in Brazil Dental Care KBA Dr. Karen Bygdal Andreasen Just like The LEGO Group history since the CROSP 47616 early 30’s, the path of the brand in Brazil also had an extraordinary evolution. English, Danish and Portuguese spoken!! The brand has been around since 1986, when a factory was built in Manaus and an office was opened in São Paulo, both facili- General Practice – Adults and Children: ties closed down in 1998. Functional Jaw Orthopedics Specialist By the year 2000 it was decided to manage the operation in Brazil through a distribut- R. Vieira de Morais, 420 - cj. 32 - Campo Belo - São Paulo er, Estrela (a Brazillian toy company), who Tel (11)5531-4698 • Emergencies: (11) 9.9811-6172 managed the LEGO business for 5 years. [email protected]

jan/mar 2015 31 ETERNIZE SEUS MOMENTOS INESQUECÍVEIS

SUA HISTÓRIA, SEU DESIGN Crie e combine seus Momentos Inesquecíveis com os Anéis, Braceletes & Charms PANDORA. Loja Virtual: www.pandorajoias.com.br

PANDORA BRASIL

Copenhagen • London • Paris • Milan • New York • Tokyo • São Paulo • Rio de Janeiro 32 jul/sep 2014

42 x 28cm.indd 1 01/12/15 14:32 ETERNIZE SEUS MOMENTOS INESQUECÍVEIS

SUA HISTÓRIA, SEU DESIGN Crie e combine seus Momentos Inesquecíveis com os Anéis, Braceletes & Charms PANDORA. Loja Virtual: www.pandorajoias.com.br

PANDORA BRASIL

Copenhagen • London • Paris • Milan • New York • Tokyo • São Paulo • Rio de Janeiro jan/mar 2015 33

42 x 28cm.indd 1 01/12/15 14:32 Rachel Maia, CEO

Expansion - PANDORA will keep expanding in Brazil for 2016

Founded in 1982 in Copenhagen, Denmark, PANDORA arrived in Brazil in 2009 and cur- growing strongly and PANDORA has taken PANDORA is considered one of the largest rently has 64 concept stores in major shop- advantage of this and invest heavily in its jewelers in the world - the brand is pres- ping centers in the country, 60% of them expansion. Today, the brand is one of the ent in 90 countries over the five continents O&O and 40% franchises. The brand ended few jewelers who work with the franchise in approximately 9,500 points of sale, in- 2014 with 35 stores and implimented an system in Brazil. The consolidated concept cluding 1,600 concept stores, in addition expansion plan in 2015, this year the brand of the brand franchising, which is already to sales in e-commerce. PANDORA is rec- intends to finish with 69 stores, pratically successful abroad, was refined after six ognized worldwide for creating genuine, doubling in size. For 2016, the expansion months of study of the Brazilian market. affordable and timeless jewelry for women continues for PANDORA, as it will continue Expansion through franchising began in of all styles. opening stores all over Brazil. 2013 and has been extremly sucesfull, the Even in a year charaterised by a difficult country is considered a promising market investment climate, the jewelry market is for the brand. “There are many investors interested in franchises in Brazil. We have a strong brand and now is the time to seize the opportunities, “says Rachel Maia, CEO PANDORA Brazil. Pandora

34 jul/sep 2014 Coloplast® - líder mundial em cuidados íntimos de saúde H

Coloplast do Brasil

A Coloplast desenvolve produtos e serviços que tornam a vida mais fácil para pessoas com condições médicas muito pessoais e particulares. Atuando próximo Rio de Janeiro São Paulo de pessoas que utilizam nossos produtos, criamos soluções sensíveis às suas necessidades especiais. É o que chamamos de intimate healthcare. Nosso negócio Rua México, 3, 4o andar Av. Angélica, 2.163, 7° andar, CJ 71 envolve cuidados com estomias, urologia e continência, e feridas e pele.Estamos presentes em todo o mundo e empregamos mais de 8.000 pessoas. Centro, Rio de Janeiro Santa Cecília, São Paulo Tel.: (21) 3212-4250 Tel.: (11) 3231-1007/2007 A logo Coloplast é uma marca registrada da Coloplast A/S. © [2013-06.] Todos os direitos reservados Coloplast A/S. 0800 285 8687 www.coloplast.com.brjan/mar 2015 35 Brazil navigates through troubled water

Coloplast Brazil has been one of How has 2014/15 been for Coloplast Brazil?

our growth drivers in recent years. We finished as a company with a total growth in the middle single digits. Big- Despite investments, Brazil has had a tough year. gest issue was in Ostomy Care. After 2 years collecting expressive re- They recently carried out some changes sults in all business areas, 14/15 was full of challenges due external factors, specifically, the macroeconomic and to stay sharp. We caught Country Manager politic environment. After the elections in October 2014, Brazil entered in a re- Everson Soares for more details. cession period where the GDP declined -3% in 2015 and the expectations for 2016 is decline around -1,4%. Econo- mists are expecting to have a better situation in 2017, where the GDP will start to grow again. Having more than 85% of our business concentrated in the public sector, we had to maintain a clear focus to win the tenders and maximize execution on current contracts. In addition, we increased our focus on private market, which helped us to decrease depen- dency on public sector.

Everson Siqueira Soares, Country Manager

36 jul/sep 2014 You carried out some Managers dedicated by BAs to ensure clear to ensure sustainable growth and profit- changes lately. Can you focus and strong sense of execution. ability.Also, we sterted to build a strong We kept the Marketing Team dedicated for pipeline of projects related to access and tell us about those? Chronic and Wound Care, because we firm- reimbursement. Now a days, in Ostomy ly believe that each division has different we have a poor standard of care, where To guarantee a stability of the business, go to market strategies. the average number of bags are around 10 we’ve decided to move our HQ in Brazil In Business Support, we took some impor- per month/patient. In Continence, there’s from Rio de Janeiro to São Paulo. Two main tant decisions to reduce the total number of no reimbursement and the standard is the reasons to do this: FTEs and improve operational excellence. non-hydrophilic catheters. In Wound, only • Optimize our structure to ensure a sus- All those changes were made to improve 35% of total market uses advanced prod- tainable and profitable growth our commercial, operational and financial ucts, the standard is still gauze and gels. • Be closer to most important customers, efficiency in order to accelerate growth and Brazil is a country full of opportunities and since 45% of our total business is con- improve profitability. we have a chance to build the market that centrated in SP state We had to say goodbye to good colleagues today in completely under developed in all in this process. That is not fun at all, but we business areas. Most of MNC have their headquarters in SP, strongly believe that moving the office and With those 3 main growth drivers in each and Coloplast is following the same trend. the restructure of our organisation are the business area, my ambition, it’s to deliver For sure, having everyone at the same of- right things to do. a double-digit growth next year, and accel- fice, we’ll improve the synergies and inte- erate our growth rates after 16/17, where gration of all business areas. What are you looking Brazil will be more stable in relation to the We’ve decided to have one leader for both macro economic situation. This means that Business Areas looking for commercial and forward to for the new we’ll plan new investments in Brazil in the operational synergies. financial year? upcoming future. After we map all opportunities and poten- We are quite excited and confident that tial in each region, in Sales, we’ve reduced Coloplast is highly committed with Brazil we’ll build a brilliant future for Coloplast the number of regions from 10 to 7, to, but and we build a solid plan for Chronic and Brazil. at the same time, maintaining the Territory Wound Care, with clear strategic priorities, Coloplast

dec/mar 2016 37 Danish laboratory presents a novel drug product for depression With its Brazilian affiliate opened in 2001 been authorized by Anvisa to initiate in science”, highlights Josiel Florenzano, who in the city of Rio de Janeiro, Danish drug- Brazil a Phase III multicenter clinical trial is the General Manager at Lundbeck Brasil maker Lundbeck is the leading company in involving the use of idalopirdine for the Ltda since May 2015. According to him, the antidepressant drug market in Brazil with treatment of Alzheimer’s disease. This trial key company focusing areas are Alzheim- its brand Lexapro®. At the end of Octo- will enroll 60 patients in 12 study sites in er’s disease, depression and anxiety, alco- ber 2015, the drug company was granted Brazil. Globally the new study phase shall hol dependence, bipolar disorder, epilepsy, marketing authorization in Brazil by Anvisa enroll around three thousand patients. The Huntington’s disease, Parkinson’s disease, (National Health Surveillance Agency) to new drug product may come on the market and schizophrenia. a novel drug product for the treatment of in 2018. In comparison to the giant multinational depression, having vortioxetine as active As it completes this year one century of ex- pharmaceutical companies, Lundbeck is ingredient. Under the brand name Brintel- istence, Lundbeck laboratory is nowadays a relatively small drugmaker, but has a lix®, it had already been approved previ- a company with global presence, with ex- high efficiency level. In 2014, it generated ously in United States, Canada, and Euro- pertise in research, development, manu- a global revenue of approximately R$ 7.6 pean Union, and shall arrive in Brazil up to facturing and marketing of drug products billion. For this, it has counted with the the second half of 2016. for the treatment of central nervous system collaboration of around six thousand em- In addition to this exciting news for pa- disorders. ployees distributed in 57 countries. Its drug tients suffering from depression, the Bra- “For more than 50 years our company has products are marketed in more than 100 zilian affiliate announced recently that had been at the forefront of research in neuro- countries.

Brazilian unit operates in Rio de Janeiro since 2001

Prior to opening its affiliate in Rio de Janei- ro, in 2001, Lundbeck drug products were distributed in Brazil by means of a partner- ship with Schering-Plough. Nowadays Lundbeck has in Brazil almost 100 employees and has been included as one of the best companies to work for in the pharmaceutical area, according to sur- veys with collaborators made by a special- ized company.

38 jul/sep 2014 In the first week of November 2015, the ians and is the forth reason of work leave. company presented to around five thou- Worldwide more than 350 million of people sand clinicians participating in XXXIII Bra- in working age suffer from depression,” ex- zilian Psychiatry Congress, held in the city plains Florenzano. of Florianópolis (Santa Catarina), its anti- According to the General Manager, the depressant drug with the molecule vortiox- company’s goal is to duplicate its revenue etine, which within days before had been in Brazil in the next three years, growing approved by Anvisa — the Brazilian fed- from R$ 140 million reported in 2014 to eral agency responsible for reviewing and around R$ 300 million in 2018. releasing drug products that will come on The pharmaceutical laboratory has study the market. sites in China, Denmark, and United States The new drug product is regarded as inno- and manufacturing sites in China, Denmark, vative because it is effective for treating France, and Italy. The company counts with emotional symptoms and also depression around 1270 experts in Research and Devel- symptoms called cognitive – such as dif- opment area and invests annually almost ficulty to concentrate, lack of attention, 21% of its revenue in research and devel- forgetting and indecisiveness –, which opment of new pharmaceutical products. are difficult to treat and are associated to Also, Lundbeck Foundation (which has 70% a great impact on patients daily routine. of the company stocks, while the remain- Furthermore vortioxetine is not associ- ing 30% are traded on Copenhagen Stock ated with some of the common side ef- Exchange) distributes yearly around US$ fects in depression treatment, such as, for 52 million in incentive bonus to researchers example, sexual dysfunction and weight with scientific studies not directly related changes. to drug product development. “Depression is a serious public health issue. It affects more than 10 million Brazil- Lundbeck Josiel Florenzano, General Manager

Handelsbanken – one of the strongest banks in the world*

Local expertise and a more personal level of banking – welcome to Handelsbanken Brazil.

How can we help your business? For more information about our offering, please contact our Chief Representative Carl-Gustav Moberg at +55 1197 2900 657 e-mail [email protected]

* Bloomberg, May 2013. The ranking is based on factors such as financial strength, the ability to manage risks and cost-effectiveness.

Swedcham_may_2013_alt.indd 1 jan/mar2013-05-17 2015 15:33:25 39 The Future of Danish Design Unleashing the potential The concept of design and the impact of is another example of a design business be produced in millions of identical cop- design in terms of innovation develop rap- with global success, albeit with a uniquely ies. But soon, we may come full circle: 3D- idly. Design disciplines and approaches Danish take on individuality and ‘democra- printers and online product tailoring once are highly relevant in a world increasingly tising’ the aesthetic, while a large indus- again let users act as both designers and complex and globalized in which technol- trial company like Cimbria today holds a producers. With LEGO Ideas, thousands of ogy develops exponentially and the land- global market leader role in part based on brick enthusiasts can now pitch their own scape of innovation is in flux. In recent an extraordinary, design-driven business designs to the LEGO and the best are put years, design has taken over boardrooms turnaround - much like the design-based into production. Does this mean mass pro- and government offices worldwide and strategic leap performed by lighting busi- duction will not be the norm in the future? has thus evolved far beyond the creation ness Lightyears. Family-owned company Will we all become designers of the prod- of new products, with concepts such as de- Vipp has achieved massive growth devel- ucts and services we use? sign thinking, service design and strategic oping the design of a single original prod- design. The practice of design is increas- uct, a pedal bin, into an entire lifestyle ingly interwoven with new technologies range. And while textile design company and many successful, scalable start-ups are KVADRAT continues its rich tradition for born from this symbiosis. exploring the engagement of design with Design has thus become relevant in an art, global social business project Little Sun extremely wide array of contexts and the combines sustainability with design for real sheer breadth and diversity of design is no social change. less evident in Denmark with its significant In other words, design today as a concept design tradition, as illustrated by the case is not just developing rapidly; it is also stories accompanying this article. expanding into almost overwhelming di- The heritage of Danish design with furni- versity and presents numerous apparent ture classics like those of Hans J. Wegner dilemmas, such as: is alive and well both as a benchmark and an important piece of Danish design DNA. Craft or mass production? Meanwhile, a modern Danish – but global – corporation like VELUX embraces the val- Once, designer and producer were one and ue of design-driven innovation with cross the same. With the advent of mass produc- disciplinary teams of engineers, designers, tion, design was separated from production architects and business developers shaping – a piece of clothing or furniture could now its future platform. Jewellery firm Pandora

40 oct/dec 2014 The heroic designer Design for growth or A or B - it is rather whether we are able to embrace the diversity and release the or co-design? for social change? potential that design has for businesses, for the public sector and for the individual, In recent years, we have seen a signifi- Should design and designers focus on cre- not least if the vast potential for synergy cant shift in design activity, where many ating commercially viable products and inherent in the dilemmas and diversity is organisations and clients who commission services, or rather on tackling key chal- harvested. design work are not looking for the de- lenges facing society, such as health, age- This last point is central to the future of signer to contribute as an individual cre- ing or sustainability? Danish firms like Little design – both in Denmark and worldwide: ative genius but instead expect designers Sun have chosen to pursue what might to leverage the potential of design by en- to act as more or less neutral facilitators of be termed ‘design for the greater good’. suring synergy between sectors, industries clients’ and users’ experiences, expertise It may appear more meaningful to focus and approaches. One interesting step in and ideas. But does that mean that radi- on social innovation or design for public this direction is represented by an ambi- cal, creative and highly individual design sector services, even if the profit is more tious building project on the harbour front expressions are no longer valued? Does the modest. Still, by designing for the global in Danish capital Copenhagen entitled democratisation of design mean that we market you may make a difference for even BLOX, designed by star architect Rem Kool- risk losing the edge and the precision that millions of people. haas. Backed by the Danish government characterise the most appealing products A key point, however, is that these appar- and funded by philanthropy Realdania, and services? In Denmark, we are now ask- ent contrasts in design are typically very BLOX will become an extraordinary hub ing what will characterise the unique Dan- fruitful. and shared domicile for the creative pro- ish design DNA in an era of co-design. Today, designers help organisations de- fessions involved in urban development, velop visions, concepts and strategies architecture and design. Denmark’s key Product design or the while also working systematically with user public and private players in the fields of experiences, empathy, function, form and design, architecture, urban research and design of strategies, meaning. They combine market forces with fashion will come together in this spectac- services and systems? a social conscience. They help analytically ular physical space by 2018 - complete with minded and abstractly thinking executives settings for recreational outdoor urban It is sometimes said that design is no lon- put people centre stage during strategy spaces, playgrounds, homes and cafés. Not ger about ‘posters and toasters’ but about and product development. And they let de- only will BLOX become an iconic addition ‘thinking’, i.e. strategies and services. Con- signers impact business and organisational to the Danish capital’s harbour, signifying sequently, many executive decision-makers structures and cultures directly. our on-going commitment to design. The and developers are attracted to the field of In fact, the strength of many designers is organisations in the building will create a design. If design is suddenly about strategy, it that they actually thrive on dilemmas. In unique forum for innovation of the built might follow that it is a matter for executives, a time of rapidly changing complex chal- environment, architecture and design with not designers. However, any strategy must lenges, we need that ability more than room for work, exhibitions, research and ultimately be assessed by how it engages ever. Designers may inspire us to embrace reflection. BLOX will become an extraordi- with the customer, and design is crucial for the dilemmas we face - and indeed, design nary platform for unleashing the synergy abstract visions to change behaviour and may hold many of the solutions to ques- and potential of Danish design. consumption. So how do we strike the right tions of growth, innovation, development, balance between a designerly approach to sustainability and social change that we Christian Bason, CEO, DDC strategic thinking versus the deep craft of de- are grappling with globally. So, the burn- signing meaningful, beautiful products? ing question is not whether design is either

oct/dec 2014 41 TM

Design for individuality

Combining centuries-old craftsmanship PANDORA’s Create and Combine concept Every facet and feature of PANDORA’s with modern thinking and design, Danish inspires women to express their personal- jewellery is carefully considered before it jewellery company PANDORA has provided ity. The feminine jewellery universe is open leaves the hands of their experienced gold- women around the world with a universe for anyone to create and combine, choos- smiths. Preferred materials include sterling of modern, genuine and hand-finished jew- ing from a wealth of charms, bracelets, silver, 14k and 18k gold and carefully se- ellery at affordable prices since 1982. The rings, earrings, necklaces, pendants and lected precious and semi-precious stones company’s success has been propelled by watches. In alignment with the Danish tra- and cultured pearls. PANDORA offers more a concept that allows women to combine dition for making beauty available for the than 1,000 different designs, more than jewellery elements to express their indi- many, Pandora’s jewellery offers high qual- 700 of them related to charms and charm vidual style. ity at affordable prices. bracelets.

“In 2011, PANDORA sold 50 million pieces of jewellery. That is more than one piece every second.”

About PANDORA

PANDORA designs, manufactures and markets modern hand-finished jewellery made from genuine materials at affordable prices. PANDORA jewellery is sold in more than 65 countries on six continents through approximately 10,000 points of sale, including more than 800 concept stores. In 2013, PANDORA took over distribution in Brazil through the acquisition of

www.pandoragroup.com

Nordic Christmas, Main Entrance 42 oct/dec 2014 coming dramatically more streamlined and marketable. Also, the entire product line A DESIGN-DRIVEN was re-organized into a modular system allowing customers to combine elements in a solution to meet their exact needs. BUSINESS TURNAROUND Impact after launch was immediate; the company saw a 40 per cent increase in turnover during the first year as customers Danish Cimbria group is one of the world’s In the past, Cimbria Herning had just added began to prefer Cimbria’s products. Within leading suppliers of equipment for trans- new functions to the loading chute until it the first year, the EUR 1.2 million annual porting, storing and processing industrial looked like a mechanical Christmas tree. loss had turned into EUR 0.5 million profit, and agricultural goods. Part of that group Now, a complete redesign was decided rising to EUR 1 million the second year. Due is Cimbria Herning, which specializes in upon and in 2004, the company became to the design investment, Cimbria has since making loading chutes; the crucial piece a design client for the first time. Design become global market leader with the per- of motorized equipment used to transfer agency 3PART was chosen and quickly set centage of products sold for export rising raw materials from e.g. silos, trucks, ships about understanding the world of the cli- from 60 to 90. and trains. ent. The core product - the Moduflex load-

ing chute - was redesigned completely, be- 2003 was a turbulent period for the company. Cimbria Herning posted annual losses of EUR 1.2 million, staff turnover was high and newly appointed CEO Lars Nørgaard saw drastic changes were needed. Cimbria Herning decided on a complete restruc- turing, selling off business areas to focus on the company’s core product; loading chutes. Around the same time, Nørgaard attended a seminar that opened his eyes to the business potential of design.

www.cimbria.com/

oct/dec 2014 43 When Lars Oestergaard Olsen took over as CEO for Danish family-owned lamp manufacturer Horn Belysning, he recognized immediately that a transformation was necessary in order to create urgently needed, sustainable growth. To kick-start this process, Lars hired a product and development manager with extensive design experience, Rasmus Markholt. Together they embarked on transforming the firm into an internationally competitive business with a compelling product line of its own.

Having identified a gap in the market - selling high quality lamps cheaper than the competition – they resolved to seize this opportunity by defining and implementing a new design-led strategy and a complete rebrand. They started off by re-naming the company ‘Lightyears’, a brand more suited to the international market and one that helped communicate the shift from selling generic lamps to designing high quality A design-led lighting.

With a new brand in place and a clear strategy, Lightyears reached out to leading de- way to success signers to help create their new range, offering royalties from each lamp sold rather than large checks. Many designers were willing to take this chance and a number of unique collaborations followed.

Lightyears’ design strategy has yielded overwhelmingly positive results with 60 international markets reached, a doubling of projected turnover during the first year and 70 per cent of products now sold overseas, with a unique lighting range including the Caravaggio by Cecilie Manz and the Con- cert by Jørn Utzon which are now stocked by retailers in over 50 countries worldwide.

www.lightyears.dk/

44 oct/dec 2014 High-quality solar-powered

LED lamp developed by artist Olafur Eli- A global social business project, Little Sun Currently distributed in over 10 African asson and engineer Frederik Ottesen, de- addresses the need for light in a sustain- countries, including in Zimbabwe, Ethiopia, signed for people with unreliable or no able way that benefits communities with- Kenya, Senegal, and Ghana - as well as in direct access to electricity. The lamp thus out electricity, creates local jobs, and gen- Europe, Canada, Australia, Japan, and the caters to one fourth of the world’s popula- erates local profits. United States - Little Sun has distributed tion and raises awareness of the problems over 200,000 lamps worldwide. of the third world.

However, the lamp is more than a functional object that brings cheap, healthy and quality light to people. Little Sun is also a driver of microeconomic growth: Selling the lamp at full price in areas of the world with electricity makes it available at a lower price in areas where it is needed. Little Sun thus becomes a resource in providing light for living, learning and earning – it brings people together locally and it unites people globally.

www.littlesun.com

oct/dec 2014 45 Hans J. Wegner The Master Chair Maker

Dubbed ‘the master chair maker’, Wegner is widely regarded as one of the world’s foremost furniture designers. He was a driving force behind the Danish Modern movement, which significantly altered the popular perception of furniture in the ‘50s and ‘60s. Wegner’s high quality designs - characterized by a natural softness, ex- quisite forms and a profound respect for the wood - contributed significantly to the international popularity of Danish design.

Wegner created more than 500 different chairs, over a 100 of which were put into mass production and many of them have become design icons in their own right. He also received numerous awards and recog- nitions, among them an honorary doctor- ate at the Royal College of Art in London, the first-ever Lunning Prize and the 8th In- ternational Design Award in Osaka, Japan. Wegner died in Denmark in January 2007. His legacy remains strong and many of his Born in 1914, Hans J. Wegner moved to Copenhagen at age 20 to study works are exhibited today at major interna- at what is today the School of Design of the Royal Danish Academy of tional museums.

Fine Arts. In 1940, he initiated collaborations with Arne Jacobsen and Erik To celebrate the 100th anniversary of We- Moeller and master carpenter Johannes Hansen, who played an important gener’s birth Paul Smith in 2014 picked his part in bringing modern design to the Danish public. Opening his own stu- favourite pieces from those produced by dio in 1943, Wegner went on to develop an impressive array of excellently furniture brand Carl Hansen & søn for a designed chairs, the most famous probably being The Wishbone Chair limited edition collection of the Wishbone chair with his iconic stripes and launched it (1949). at Milan Furniture Festival.

www.fritzhansen.com/en/designers/hans-j-wegner

46 oct/dec 2014 Stepping on the growth pedal

Arriving at the corporate domicile of the It all began with the pedal bin originally The consistent design DNA of VIPP – which VIPP Corporation on Islands Brygge in Co- produced in a small metal workshop in ru- comprises minimalist high quality design in penhagen, Denmark, one is immediately ral Danish town Randers by Holger Nielsen dark or douche color tones – run through all seduced by the highly personal storytelling – who is today the grandfather of the de- of its products from the pedal bin through of the small, family-owned company. To- sign family dynasty - for his wife’s hair- ceramic designs over a fully equipped day, third generation is active in the rapidly dressing parlor. Today, VIPP is a household kitchen all the way to an entire end-to-end growing family enterprise. brand name. The little pedal bin is even designed VIPP shelter perfect for holidays. part of the permanent exhibition at MoMA A proud tradition and common passion for in New York, NY. quality combined with simplicity of design also forms the artistic point of departure for the interior design of the concert hall that VIPP has helped create.

Design thinking is inherent both in the everyday work and strategy of the company. To diversify its product range form a single, iconic product – the pedal bin – to an entire lifestyle, VIPP Living, is a bold but efficient strategic move judging from the growth that the company is experiencing. And even as VIPP continues to grow and develop, new areas of the global market still lie waiting.

www.vipp.com

oct/dec 2014 47 The art of textile design

Danish textile company KVADRAT was Since its very beginning, KVADRAT has col- A strong passion for contemporary art is founded in 1968 in the spirit of the times. laborated with internationally recognised also evident in the way the company en- Kvadrat was a reaction to the quiet fifties designers. And true to form, some of the gages with art projects in which artists and came with pop art and strong colour world’s leading designers, architects and such as Rosemarie Trockel, Thomas De- vision. Since then, the family owned enter- artists are part of the development of new mand, Olafur Eliasson and Shilpa Gupta prise has produced quality textiles used in textile designs by KVADRAT today. ‘Design are part of the roster. Also, KVADRAT has a some of the world’s foremost architectural is embedded in the entire company culture design line dedicated to promoting up-and- icons like the Walt Disney Concert Hall in Los at KVADRAT,’ explains CEO Anders By- coming designers and ensuring their work Angeles; The Guggenheim Museum in Bil- riel. This also means that seminars about and potential receive exposure. bao; the Guangzhou Opera and the DR Con- contemporary art and architecture are ar- cert Hall (DR Koncerhuset) in Copenhagen, ranged for KVADRAT staff and that every- KVADRAT has seen major success on the Denmark. 80 per cent of KVADRAT’s textile one from designers to storage workers are global market. Winning 3000 architectural products are made of wool of the absolute provided with design magazines as a mat- projects per year and a growth rate of plus highest quality, as used by fashion house ter of course. 80 per cent the last five years it would be DIOR in their fall/winter collection of 2014. fair to characterise it as one of the world’s leading textile design companies. Still, KVADRAT continues to experiment. In the future, the company plans to go more aggressively into sustainability, moving from plain good citizenship to absolute front end.

http://kvadrat.dk/

48 oct/dec 2014 It is a company where top management Bringing daylight acknowledges the value of design and the value of a design driven approach to innovation – and therefore cross disciplinary teams of engineers, designers, architects, anthropologists, researchers and business to people developers work closely together, developing the VELUX of the future e.g. using cus- Keywords at VELUX are design, functional- daylight to people. Considering its age, a tomer service journeys and prototypes. ity and sustainability and today the compa- surprisingly user driven vision that by no ny is famous worldwide for its excellently means revolves solely around what VELUX ‘One experiment counts more than 1000 designed state of the art skylights. The VE- produces but rather ties in with the compa- expert statements’ - Villum Kann Rasmus- LUX brand has practically become synony- ny’s expectations in terms of its customers’ sen, Founder, VELUX, 1940’s. mous with the skylight product category, needs and wishes. much in the same way the LEGO brand has www.velux.com become synonymous with building blocks. VELUX operates in a market constantly influenced by new CO2 quotas and re- VELUX was founded in the early 1940’s as strictions in the energy related regulatory a response to urbanisation and the sub- landscape, which means it has to be inno- sequent need to put all the attic spaces in vative in terms of design in order to make major towns and cities to use as regular environmental considerations align well living space. VELUX founder Villum Kann with VELUX’ vision of bringing daylight and established the company on a vision that comfort into people’s daily lives. has remained with it ever since – to bring

oct/dec 2014 49 BTP completes 2 years of commercial operations in Santos Brazil’s newest and Santos, Brazil, Sept. 2015 – Brasil Terminal ty Training Observation Program) trains em- Portuário (BTP), a joint venture between TIL ployees on how to behave when observing and APM Terminals, completes 2 years of unsafe situations. They are then provided most modern container commercial operations in the biggest and with ‘intervention’ cards. When one spots busiest port of Latin America. The terminal a colleague in an unsafe situation, he inter- terminal hits a series performance has been increasing, reaching venes, explains the reason to his colleague, a special result this year when productiv- suggests a better practice to avoid an inci- ity reached its highest level. Moreover, in dent in the future, and fills in the card de- of major efficiency 2015, BTP reached important and funda- scribing the intervention procedure. Each mental milestones that reinforced the will- month, a Safety Hero is nominated based milestones, always ingness of the whole team in terms of con- on the number of interventions made. tinuous improvement and being focused on “Our team is increasingly committed to offering not only a state-of-the-art termi- everything that involves security, and the committed to Safety, nal but also a first-class company in terms significant increase in participation in pro- of efficiency and social standards. grams such as STOP proves it. The feeling Environmental & Social Safety is the top priority for BTP. The cul- shared among us is that nothing is more ture of zero accidents is shared at all levels important than coming back home safely” of the company, allowing for open dialogue states the CEO of BTP, Antonio Passaro. Responsibility best on the subject. Risk operation training, Safety goes hand in hand with operations safety walks, daily safety talks, the so- at BTP. With total safety awareness, the op- practices called DDS and other programs are perma- erations team achieved its highest level of nent in BTP. The flagship and most popular productivity in May, closing the month with among the employees is the STOP program an average of 34.11 moves per hour on the that started in October of 2013. STOP (Safe- ship-to-shore cranes. This average is the highest achieved by the terminal since the beginning of its operations; it illustrates an increase of 21% in productivity when compared to Q4 of the 2014. The increment shows how BTP has been significantly increasing its productivity, always focused on providing high-quality services to its customers. In addition to BTP’s higher productivity rate, the terminal has also achieved to get the truck cycle - a critical measure for the performance of every container facility – down to only 40 minutes from pre-gate to gate out. “Our employees have worked increasingly close with our customers, seeking inte-

50 jul/sep 2014 grated solutions to improve our processes and increase the quality level of services provided” explains Cláudio Oliveira, Com- mercial Director of BTP. Impressive achievements in terms of operational performance culminated in a significant milestone celebrated this year. On July quirements of Conama cover the evalua- sen based on criteria such as proximity to 24th, the facility handled container number tion of the environmental management and BTP. BTP Educa is already in its third year 1 million, discharged on its quay from ves- control systems in the organized ports and and currently reaches 4,337 students from sel no. 1000 to berth at its facility. port facilities in Brazil and seek to comply grades 1-5 of 10 elementary schools from These two important milestones were with the demands for its Operation License. the public school system. achieved together and only one year and In addition to the terminal’s environmental More about the business eight months after operations officially be- control mechanisms, such as monitoring BTP is a private multipurpose terminal in gan at this terminal. Authorities and execu- surface water, effluent, waste and proper the Organized Port of Santos - Brazil. The tives of BTP together watched the offload- storage of dangerous cargoes, the auditors terminal is strategically located on the ing of the container from MSC Agrigento, evaluated the application of BTP’s Integrat- right bank of the Port of Santos and was a vessel on the Ipanema service, arriving ed Policy of Quality, Environment, Health built-shaped on a brown field. With a total from Durban, South Africa. and Safety. BTP was evaluated highly for area of 490,000 square meters, and inno- Notwithstanding the importance of opera- its environmental and safety management. vative project of BRL 2 billion, BTP offers tional results, environmental concern is also This specific result demonstrated that BTP the country a sustainable terminal. essential, actually right at the core of BTP. is in full compliance with the rules of the In 2010, APM Terminals finalized a joint This is because the company led the reme- Ministry of the Environment. venture agreement with Terminal Invest- diation process of this current area and re- Aspects such as environment and safety ment Limited, assuming a 50% share of covered the largest environmental liability are core values of BTP and coexist with its ownership and jointly managing the facil- of the State of Sao Paulo, Brazil. The process responsibility with the community. Special ity. BTP welcomed its first commercial ves- started in 2009 and was concluded in March courses designed to qualify the regional sel call in August of 2013 and was officially of 2012. In June that same year, BTP received workforce to act in the port sector is one opened in November of 2013. a positive rating from technical experts of of the most significant initiatives that was With a static capacity of 34,600 TEUs, the Cetesb (Environmental agency of Sao Paulo launched by the company. In order to have terminal has 1.108m of quay that can ac- state), who approved the soil recovery work. well-trained candidates, BTP invested in a commodate up to three vessels of 9,200 Yet, the commitment with the public agency modern simulator of port equipment, and TEUs simultaneously. continued, through monitoring of the under- hired the Maersk training team to prepare The terminal is equipped with eight Ship- ground waters for almost two years. This se- the aspirants. to-Shore cranes, 26 RTGs, 40 terminal trac- mester this journey ended on a happy note, But the ‘apple of the eyes’ of BTP is BTP tors and 16-lane gate. Container volume at when Cetesb attested the total rehabilita- Educa. The Social Responsibility Program the Port of Santos, which represents ap- tion of the area. aims at encouraging creativity and en- proximately 27% of Brazilian foreign trade, Sustainable practices followed by BTP were vironmental awareness and to stimulate was 3.7 million TEUs in 2014. BTP handled endorsed by the environmental audit that teamwork among students. The program 736,711 TEUs in its first full year of opera- took place in the facility in July of this year was presented and discussed between BTP tions in 2014. The terminal is currently ca- to meet the criteria set forth in Resolution and the Municipal Secretariat of Education, pable of handling 1.2 million TEUs and the nº.306/2002, established by the National who expressed support and collaborated estimated handling capacity is of 1.4 mil- Environmental Council (Conama). The re- with its structuring. The schools were cho- lion tons of liquid bulk. BTP

jan/mar 2015 51 Nikolaj Hübbe Ballet master of the Royal Danish Ballet When did you start dancing? When was the exact year when Do you get a high from being on I started dancing when I was eight or nine. you started at the Danish Royal stage? My parents had taken me and my sister to Ballet? You absolutely feel like you are on a height- ballets, opera music, and art exhibits, from I started at the school in 1977. en state of being. You’re totally in the now a very early age. I started dancing because a at that moment. The moment is so illumi- girl from the Royal Danish Ballet School had Was that when you found out nated. It’s like walking on the edge of a stopped there and she started in my sister’s sword. It is really something highly addic- class outside of the theater in a normal Co- that ballet was the thing for you, tive. penhagen public school. They became very both then and in the future, or good friends. Her mother was a Swedish did it come later? Do you have light days and dark ballerina, who had a little school in Copen- I think I found out the first time I came to hagen. Every time this girl was in our home, days? the Royal Theater. I saw the Nutcracker and Off course you do. I would ask her about the theater and the some time later I saw La Sylphide and I ballet, so she asked my parents why they thought to myself that this was what I had didn’t let me start classes with her mom to do. I had to get up on that stage. I had How do you pull yourself up? Sometimes, on low days, tired days, less once a week . Well, they let me take this to. class and then this Swedish ballerina, Else energetic days, I think this kind of state Marianne Von Rosen, told Henning Krons- can actually work in your favor, because tam and Flemming Flindt about me. That is How is it to stand in front of the that is when you expect less. Maybe your how I found my way in here. audience, on the scene, with all expectation barrier is set a little lower. Be- the spotlights on you? How do cause the stage is such a source of energy, you feel? What is the sensation, sometimes the dark days can actually be reversed once you get on stage. The stage how do you feel in your body, and that form on the stage, the whole sen- your mind, your legs… sation of being performing live, it gives you Bones… To be on stage is probably one of energy. It feeds energy to you. the most exhilarating feelings, i.e. state of being one can experience. Of course You started in the school, learned there are nerves, also as a dancer, there is pain and this and that, your shoulder, your a lot and made progress. When knee… did you feel that you could really

52 apr/jul 2015 ARTISTIC DIRECTOR - NIKOLAJ HÜBBE

a dancer? Was it broader, so you could really grow as a dancer? The thing about the New York City ballet is that they dance so much. I think this thing of having so many performances was extremely becoming for me and for my that way of dancing, which was very dif- rise to the top? When did you development. Because the more you dance, ferent from the Danish… It was something feel that you had it inside you, the more you get on stage, the more you that I coveted and something that I knew learn, the more experience you have, the this ability to push through to that, at some point in my life, I would want better you get. It’s like anything. The more the highest level? When did you to tackle. So, when I was about twenty- you do it, the more insight you get. Your in- two, Peter Martins, who knew me because become a solo dancer here at the vestment is very easily paid back, because he had seen me dance, asked if I would like Royal Ballet? you have so many performances. I became a principal dancer here when I to join them. was nineteen. During puberty, I started re- You were not a principal dancer alizing and people told me that I was tal- Did you know George Balanchine, ented. That’s when I thought that I was go- from the beginning, were you? too? Yes, I came in as a principal dancer. ing to have a career. That’s when I believed No, I met him a couple of times when I was that it was going to happen. I don’t know if a child. I never worked with Mr. B. I worked it was consciously, though. I don’t think you with Jerry Robbins and Peter Martins. Tell me about the main roles you realize that yes; you are going to become had at the City Ballet. Which one somebody. You don’t think like that, espe- How long did you stay in New really made Mr. Nikolaj Hübbe cially not at that age. But I think the idea the dancer? When did you make of becoming really good in your field and York? the ambition and dream, the imagination Seventeen years. that breakthrough that really of “I want to dance this, I want to try that, made New York and the ballet I really want to dance with that company or How do you compare the Dan- look at you with different eyes? experience that choreographer”. Or what- ish Ballet with the New York City I think there were a couple of roles. Bal- ever it might be, the pursuit of that – when ballet? Did it suit you better as anchine’s Apollo was a huge role. It was it’s all over you turn around and go “Oh, I actually had my dreams fulfilled” – it is extremely privileged.

When did you decide to go to New York? New York came about because of all the men from the Danish Ballet throughout the history of both companies who had mi- grated from the Danish Ballet to the New York City ballet. I think very early on, when I grew up in the Royal Theater, they would look upon us, and feel like heroic Gods in our world. You can really talk about role models, when you think of Peter Schaufuss, Peter Martins, Erik Bruhn, and Ivan Vasiliev… There were so many that went over there. For me it was always a dream. The New York City Ballet was always, with

dec/marc 2016 53 one of those roles that followed me dur- To be on the Paris Opera, the New York City Ballet. ing my whole career. I think I danced it the If Denmark was my mother company, New first time, when I was about twenty in Den- York City was my father company. I have mark, and then I actually finished my career huge allegiance for both places. in New York with Apollo. It was something stage is that I took on the road. Have you ever seen the Havana There was also the poet in La Sonnambula “ Ballet? by Balanchine and Riff in West Side Story by Yes, the National Ballet of Cuba. But it was Jerry Robbins, where I actually had to sing

fifteen or twenty years ago. I haven’t seen on stage. My old theater background from probably one them in a long time. the Royal Theater came in very handy. I was

a real ham. But you went to Havana? of the most Yes, to dance. They have incredible schools Which of the dancers has inspired for men. you the most? Margot Fontaine, “ Rudolf Nureyev, Erik Bruhn or Why haven’t you ever written a whoever? Who do you feel most exhilarating book about yourself? connected to in what you wanted Well, who knows? But listen, it’s not over to do as a dancer? till the fat lady sings! You wait. The legend of Rudolf Nureyev. He was like a sort of Hollywood mega star, a movie star. feelings But will it be sooner rather than Just his star presence was very influential. later? More directly, somebody like Henning Kro- Well, I am 48. You do the math. Nothing nstam and Peter Martins, because I worked said and nothing promised. with them, so they had a direct influence You have travelled and been ev- on me. I only worked very briefly with Ru- erywhere. Are there specific bal- You have been in Brazil many dolf, but somebody like Misha… let halls where you feel inspired, times. Have you been at the Op- What do you like best to dance? where you have had this feeling era House in Manaus? Apollo, La Sylphide… Which of your children that this was something you re- Yes. do you like the most? The ones that met ally liked? most of me were probably Apollo and La I would have to say the Royal Danish Bal- What do you feel about Brazil Sylphide, I loved also Prince Désiré in Sleep- let. A year and a half ago I was in Stock- as a country and a ballet? They ing Beauty. I also loved every ballet that I holm. An old friend of mine, Johannes Öh- have certain strength and certain was involved in, that particular day. You in- man, took over the Royal Swedish Ballet a weaknesses? vest your whole heart, soul and blood. couple of years ago. I really liked what I When you invited us with Ingrid, I think I saw and I really liked what he had done. I was eighteen or twenty. We were all very liked how the dancers moved, I liked that Which one did you have to give young in that group that you brought over there was some kind of process; it was in- yourself to 150%? the first time. I certainly fell in love with the spiring to see that. There are tons of com- Apollo and La Sylphide. country, and the enthusiasm! We were used panies that I have a huge respect for, e.g. to a very Nordic and Scandinavian way of being received. There were no bounds held. It was just “Wow!” They took to us in like a duck takes to the water. Since then I have been going, because you invited me, but also because other companies or schools invited me. I have been there with the New York City Ballet twice. I have been going as a guest soloist.

I believe you have been here six or seven times. Yes. I think Brazil is a dance nation. Just look at the Carnival, it’s in their blood. It’s in their heritage, it’s in their culture. If you look at capoeira, if you look at the samba, then you see that it’s a dancing-singing folk. And it is very easy to go dance in Bra- zil. They get it. And then it is a fantastic country. Let’s have a caipirinha and let’s go to the churrasco. Also, I had good hosts.

54 apr/jul 2015 How have you got that special I am not saying that every Dane should go musical ear combined with move- to the ballet; that would be impossible. Not everybody loves grapefruit, some prefer ments, combined with whatever oranges and it is fine. But they should at you create, as a person? least be aware of the grapefruit and that it I don’t know where this comes from. I have is something to be reckoned with. That is a no idea. It might have come from heaven, challenge and something that is constantly it might have come from hell, or maybe it’s on my mind. genetic from my parents. But none of my parents are in arts. I am a very passionate Isn’t your dream to get back to person, I love ballet, I breathe ballet. You enter your passion like a work field; it’s a New York? I think that it is what life call, your vocation. Your whole mind, you should want. Denmark is a your whole way of living, your everything is wonderful country but a very centered around this, it’s like a mantra, like small country. You are a big player. a calling, like the bishop in the church… One of the few world class play- It all sounds very high and mighty, but if you love it this much, you can’t help but ers in Denmark. You can probably give it away. It’s your duty and it’s your des- stay here as long as you want. It is tiny. If you love something and you think great and a big accomplishment. it is so important, you want to proclaim it, I have something that is world class, right you want to exclaim it to others. here. What would I be doing in New York? The musicality and all of that is all some- I think the whole point is to take this place Curriculum Vitae thing that you have learnt throughout your outwards and let the world see it. To ex- Nikolaj Hübbe career, all that the previous generation has pose it even more. That is going to develop given to me. You are just a product of the it even more. people who touched it, and touched you. • Hübbe was raised in Copenhagen, I have wonderful, extremely fantastic Have you kept your house in Long Denmark. He began his dance training people who worked with me, who took the at age 10 at the Royal Danish Ballet Island? time to work with me, who saw there was School and became an apprentice talent, and then developed me and pro- New York was twenty years of my life. I am still a New Yorker! to the Royal Danish Ballet in 1984. pelled me. Older teachers, choreographers, He was promoted soloist in 1988. other dancers that inspired me, in that re- He studied in both Paris and New spect I am very fortunate. It means that I Do you ever dance anymore? York. His teachers include Kronstam, have a huge knowhow and some wonderful Dance and dance… I go on stage, in char- people, even if some of them are dead and acter parts, I don’t dance. I appear. Kehlet, Ravol, and Bjornsson. Nikolaj’s not here anymore, there is some influence technique was already well known, that I’ve had. It becomes second nature to But could you dance if you want- when in 1986 he was awarded the you, you know? ed to? Silver Medal in the Paris Ballet No, I think it would be miserable. Especially Competition, as well as the French I think you are among the two for me! I actually got in shape two or three Critics Prize. Whilst at the Royal best ballet dancers in the history years ago, and that was fun. It was painful, Danish Ballet he created the rôle of of Denmark. It pushes you. You but I loved getting back to the bar. Stand- Struensee in Caroline Mathilde (1991). ing there, completely alone, it was very will never retire. You continue, He joined New York City Ballet in July Zen Buddhism, getting back to the exercise 1992 as a principal dancer. now you are doing other things, and all that. I enjoyed performing but my you are training the younger tal- body didn’t. I look good on the beach, but • His performance with the Royal Danish ents etc. What is your challenge to dance, to jump up and down, to turn Ballet as James in Bournonville’s La and at the same time your oppor- around, I don’t think it’s possible. Sylphide has been released to DVD. A I love being on stage with my colleagues. I powerful dancer whose height did not tunity right now? have a role as the father in Camellia Dame; compromise his swiftness, he not only I think the challenge is happening. Nation- sometimes I do the witch in La Sylphide. I excelled in the Bournonville repertory ally, Denmark has an incredible ballet com- love being there with the company and per- pany. It’s getting better, but it would be forming with them and feeling like a part of but also in neoclassical ballets and in wonderful, I want every citizen, if not to love it, and that we are all in this together. It’s a dramatic rôles like Onegin. ballet - I realize that can not happen - but at fantastic feeling. least to have the awareness that they have • Since becoming artistic director of the Royal Danish Ballet, Hübbe has a ballet company nationally, which is ex- Who was your best partner? tremely important, and which is a gift to the successfully staged new productions Heidi Ryom, Wendy Whelan, Evelyn Hard, nation. It is something they can be proud of. of Bournonville’s Napoli (2009) and Yvonne Borree, Margaret Tracy, Rose… Their head can be held higher because they There have been quite a few along the A Folk Tale (2011) as well as Marius have us here. That is a challenge, because years! Petipa’s La Bayadère (2012). ballet is a little bit of a niche.

dec/marc 2016 55 230 stores and 23 service centers of technical assistance in Brazil Widex Brasil has existed since 1961. At that cal and innovative resources. Then we put time, it was a very small company and was together a loyal distributor network that al- just starting its activities. ready at that time worked in a professional In 1984 it was acquired by the Dane, Mr. manner and with firm commitment to qual- Kjeld. Roslyng-Jensen that began to change ity, and customer support, doctors (ENTs) the trajectory of this small company while and audiologists. remaining committed to quality and service Today we are a group with 230 stores in hearing aid fittings. throughout Brazil; we have 23 service cen- In 1985 work began on the hiring of the ters of technical assistance, more than 200 first professionals within audiology, and direct employees and a professional net- that was the mark of the beginning of work ready to offer the best to the users the professionalization of Centro Auditivo of hearing aids, diagnostic equipment and Widex. In 1987, the commercial manager, various auxiliary hearing products. Mr. Marcelo Smith de Vasconcellos joined Widex Brazil is chaired by Mr. Marcelo Widex in order to expand the network and Smith de Vasconcellos, who has a pro- promote the brand. At this time we held fessional staff committed to quality and our first Distributor’s Meeting and began whose excellence is recognized by the to focus on making a difference by offering medical community, audiologists and the not only the best hearing aids, but also the customers alike. Widex is one of the largest best fit, through training and new techni- companies in the sector in Brazil. Marcelo Smith de Vasconcellos, Widex General Manager

56 jul/sep 2014 jan/mar 2015 57 25 Years of Novo Nordisk Brazil Driving Change to Defeat Diabetes and Other Chronic Conditions

In 2015, Novo Nordisk Brazil celebrates its Today, we employ almost 40,000 people in pated in clinical studies in more than 60 sites 25th anniversary. Throughout these two 75 countries and market our products in located in different Brazilian states. The goal and a half decades of history, the com- more than 180 countries. In Brazil, we have is to get a better understanding of the condi- pany has helped improve the condition combined approximately 1,000 people tion of our Brazilian patients and find the best of millions of people who fight diabetes, working in our production site in Montes manner to reach, treat and educate them. haemophilia and growth-related disorders Claros-MG, our office in Sao Paulo-SP, and Together with the initiatives to defeat seri- by providing innovative treatments and our warehouses in the state of Paraná. ous chronic diseases, our company fosters having a positive impact in their lives. This Innovation is in our core system, and we the national economy by generating new strong engagement and patient-focus ap- believe that our key contribution as a com- jobs, hiring local vendors and exporting proach helped us consolidate the company, pany is to discover and develop better products, which represented a total of maintaining a consistent growth during all biological medicines, manufacture them around 14% of all Brazilian pharmaceu- these years in Brazil. to meet increasing global demand and tical exports in 2014. In addition, since Founded in Denmark in 1923, the company make them accessible wherever they are 2003, Novo Nordisk has invested heavily in has since then worked endlessly to develop needed. Based on this vision, we spend ap- our production site in Montes Claros-MG, ground-breaking products to benefit peo- proximately 15% of our sales revenue on which has now become the largest insulin ple with diabetes. This heritage of more researching and developing new products production site in Latin America. than 90 years has given us the experience within our focus areas. But we are certain that there is more we and capabilities that also enables us to It is not different in Brazil. In the last few can do. We know that producing life-sav- help people defeat other serious chronic years, more than 1,500 people have partici- ing medicines is a significant responsibil- conditions, such as haemophilia, growth ity: millions of people depend on us –more disorders and obesity. than 24 million worldwide and almost 1.5 million in Brazil. However, to defeat serious chronic diseases, we need to do more than supplying the right medicine. In Brazil, 12 million people have diabetes, more than any country in Latin America. This number represents 9% of the adult population, as estimated by the International Dia- betes Federation (IDF). Out of the 12 million, 72% are diagnosed and only 26% receive care. The global program Changing Diabe- tes® is our response to these numbers, to the global diabetes challenge, as we want

Insulin pen specifically designed to meet the needs of children with diabetes. First ever insulin pen to offer a combination of a memory function with a half-unit dosing option. 58 jul/sep 2014 New Novo Nordisk R&D Centre China in Beijing, China to see a world where everyone with diabe- We know that none of this would be pos- marked Novo Nordisk Brazil’s 25th anniver- tes is diagnosed, everyone who is diagnosed sible without having the right people in sary by dedicating a full day to give back is treated, and everyone who is treated can place. A solid company is made by people to the local community with renovations, live a longer, healthier life. who feel motivated to work, and we be- health classes, blood-sugar reading, sports In addition, we work in partnerships with lieve that the key to reach our goals is to circuits, resume advice and more. patients, healthcare professionals and have inspired and dedicated professionals. In addition, an employee-driven initiative non-governmental organizations to raise Hence, we want to attract, retain and de- called NovoEco is slowly bringing back to awareness, improve prevention, promote velop people who are committed to build- life the native flora on the surroundings earlier diagnoses and expand access to ing a company that is stronger and more of our production site, and the NovoArtes care in the country. competitive in the market, year after year, program is helping relatives of our em- Here in Brazil, we offer a patient support without losing our foundation principles. ployees and the local community to learn program called NovoDia that aims to make For this reason, we invest in employee new skills and earn extra income by turning treatment initiation easier for people with training and development programs, be- waste from the industrial activities into art. diabetes and also has the goal of providing sides having some initiatives such as Novo- All of these programs and initiatives go the right knowledge for people who use in- Health, which helps employees make health hand in hand with our conviction that the sulins. In order to do that, we have in place lifestyle choices, and the TakeAction, a formula for lasting success is to stay fo- services such as a Call Center, Online Chat global volunteer program that motivates cused, think long-term and do business in on www.programanovodia.com.br, web employees to devote some of their work- a financially, socially and environmentally visits, where nurses give advice over video hours into social projects to benefit the responsible way. This is our Novo Nordisk conference, home visits by nurses and also communities that surround us. Last year, Way, through which we keep making a dif- the distribution of materials about health we implemented more than 15 TakeAction ference in people’s lives. eating and exercise habits and how to live projects that engaged more than 400 em- Allan Finkel with the condition. ployees. This year, in a project called Take- Vice-President and General When it comes to haemophilia, our efforts Action Day, approximately 240 employees Manager of Novo Nordisk Brazil are also distinguished, even though people with this condition represent a lower number – 12 thousand Brazilians – compared to diabetes. Haemophilia causes people to have coagulation deficiencies and may put patients under extreme pain and a series of limitations. Through different initiatives and our global program Changing Possibili- ties in Haemophilia®, we work incessantly to generate disease awareness and earlier diagnoses, besides working on research and development of new therapeutic options, for a world where people with haemophilia can live the life they desire. In Brazil, our program Novo em Casa has helped many people with this condition and their family members improve the quality of their lives by providing home visits from nurses and offering a variety of educational materials.

Operator working in insulin production facility at site Kalundborgjan/mar 2015 59 Becoming – and Remaining The best in the World Danish 49erFX sailing duo Local heroes with Dedication – doing Ida Marie Baad and Marie international ambitions what it takes

Thusgaard Olsen are chasing Despite their young age, Ida and Marie In order to become the best in the world the gold medal at the 2016 made up their minds a long time ago: if at what you do, you have to really want it. they were going to sail, they were going You have to have the courage to say out Olympics in Rio. Backing the to be the best sailors in the world. This loud what your goal is, and then dedicate two sailors is Danish company ambition has already won them two Eu- yourself to give everything you have to ropean Championships, a World Champi- reach it. This means being brave enough to Kamstrup, the world’s leading onship silver medal and numerous other make that goal a priority at all times. Marie supplier of intelligent energy prizes and nominations. Standing at the explains: “It includes making the necessary top of the podium in Rio is a goal the choices and sacrifices, so that when you and water metering solutions. 49erFX duo first said out loud three years look back, you know – win or lose – that ago. Since then, achieving this goal has there was nothing more you could have Smart metering is a far cry from been the constant focus of two girls. So done.” The two Aarhus girls are known for boat racing, but Kamstrup and what does it actually take to make that their tireless training and for their iron will dream a reality? According to Ida and to deliver results not only when the whistle the two girls share the ambition Marie, three key factors are dedication, blows at a race but at every single train- to be the absolute best in the strategy and focus. ing session. They train between seven and world in their respective fields.

Facts

• Founded by Olaf Kamstrup in 1946. • Acquired by the Danish energy company OK in 1990 . • Serves heat, cooling, electricity and water utilities as well as submetering customers with meters, systems, service and support. • Delivers and supports solutions in over 60 countries around the world. • Has offices in more than 20 countries and an established global network of partners.

• 10 million meters sold worldwide. 60 jul/sep 2014 At Kamstrup, dedication is inspired by “Our strategy is not to be the biggest supplier of meters. We want to be the best their customers: “Being the best in the world partner for intelligent metering solutions. We combine our superior technological expertise with a genuine curiosity to under- at intelligent water networks does not only stand the individual needs of our customers

“ around the world. Just like Ida and Marie, mean delivering value to our customers. It also this requires that we train on local soil, close to our customers.” Jesper Daugaard, Kam-

means providing progress for the communities strup. they serve. That is where the 1,000 employees Inspired by better “ Becoming the best in the world requires at Kamstrup find their dedication to make a both talent and hard work, but perhaps even more effort is necessary to remain difference every single day through their work.” the best. The importance of continuous improvement is another area in which Ida and Jesper Daugaard, Kamstrup. Marie are aligned with Kamstrup, who has been a sponsor for the team since 2014. ten hours a day, six days a week, all year In Kamstrup’s own words, the company is round. The result is the girls’ world class ‘Inspired by better’, meaning that they navi- level of technical and analytical skills that gate by the promise to make a difference are further enhanced by the duo’s seamless and create value for their customers. This is cooperation. Focus – knowing your at the core of the innovation and entrepre- ”Every day, there are sailing crews who individual strengths and neurial spirit that is the basis for the com- get in their boats with the one purpose of pany’s growth. It means being driven by the defeating us at the next competition. With performing as a team desire to deliver progress for their custom- that thought in the back of one’s mind, you ers by constantly asking questions and look- find the motivation you need to give all you The ability to focus your performance is ing for ways to improve the solutions they can when you’re on the water,” says Marie. vital. This means knowing your strengths, provide for them. ”All organisations evalu- perfecting what you do down to each mi- ate their performance when they have made nor detail, and contributing in this way a mistake. We sit down when we succeed Strategy – planning to the performance of the team. Ida and to discuss how we can do better,” explains what works Marie are noted for their ability to always Senior Vice President of Global Marketing at solve the task at hand and perform at their Kamstrup, Jesper Daugaard. Achieving your goal requires a clear strate- best every time. According to Ida, this is For Ida and Marie, ’Inspired by better’ per- gy. For the Danish sailing duo the long-term because hard work breeds more hard work: fectly describes the mindset needed to be strategy for reaching Rio was set three “When you have put so much effort into the best. “At the level we are at, even the years ago in cooperation with the Danish reaching your goal, it would be wasted if Sailing Union. It included detailed planning you didn’t give your all at crunch time. This and preparation of all the training, equip- motivates us to always give just that little ment, competitions and economic aspects bit extra.” involved in getting them to Rio. The two sailors have very different person- As an example, the girls’ training regime is alities, but through their many years of a carefully planned mix of physical train- sailing together they have turned their ing and on-water training sessions with differences into strengths. The girls one specific focus point per session. Being are together more or less 24/7 – world-class sailors also means training on they even live only 300 metres location against other world-class sailors. apart – and so they know each “We want to go to the Olympics to win – other inside and out. They be- not to come in 10th place. If we want to lieve this gives them a clear become the best we can be, we have to co- advantage compared to some operate with and train against our closest of the teams they are com- competitors”, says Ida. The two sailors of- peting against. “Everything ten work with training partners from other we do is a team effort, and by countries e.g. France or the Netherlands, now, we know exactly what in order to exchange input and explore dif- we each bring to the table to ferent ways of training. In the same way, make one another perform at the training locations are also meticulously our best”, says Marie. chosen based on how they can push and improve Ida and Marie’s skills and how they resemble the conditions under which they will need to perform during competitions.

jan/mar 2015 61 smallest things make the difference, so you constantly have to evaluate your performance and think about what you can refine. Winning means that your competitors are even more motivated to defeat you at the next race, so you now have to work even harder,” says Ida. The mentality that it is the performance rather than the result that counts, was established early on by one of the duo’s first trainers. “Regard- less of how we placed, focus was always on what we could have done better. Since then, we have insisted that our trainers must be brutally honest in their critique. It’s the only way we can get better.”

Making a difference in Brazil with smart metering Ida & Marie sailing in World Championship waste by changing their behaviour. Brazil is one of the countries in which Kam- Brazilian water utility SABESP supplies wa- strup is working to inspire better solutions ter for the struggling São Paulo area which “To be brutally to the challenges caused by severe water has almost tapped out its water resources. shortage. In cooperation with their partner Kamstrup is working with SABESP to test a in Brazil, NeoFlow-Conaut, Kamstrup is ac- honest and give locally-produced display that supports Ka- tively involved in finding smarter ways to mstrup’s meters and very simply but clearly cut down non-revenue water – and there is communicates the status of the consumption feedback on plenty of work to be done. as a colour code. At some point, SABESP has “ The majority of the country’s 36 million pri- plans to also install district meters to further vate meters are old mechanical meters char- everything that enhance optimisation of water resources. acterised by a high degree of inaccuracy. Ka- “SABESP is a perfect example of how being mstrup’s modern electronic meters ensure can be improved the best in the world means adapting our accurate metering and issue alarms in the technology to the market premises and the event of attempted tampering. They can be needs of the individual customer. Our goal requires a high level read remotely so that even meters that are is to find a way to integrate our intelligent not easily accessed are read. This provides meters into the system they have today, the basis for grid optimisation for utilities. of trust at all levels so that it can be further developed from Combined with an in-house display, intelli- there. It’s all about finding a solution that gent meters also enable consumers to fol- works for THEM,” says Jesper Daugaard. of Kamstrup. For low their consumption. This results in trans- parent billing, because the consumer can Kamstrup check that their bill matches the amount of nearly 70 years, we water they have consumed. Finally, the in-

sights into individual consumption can en- have successfully gage and influence Brazilian consumers to IDA AND MARIE take responsibility for helping reduce water maintained a 23 and 22 years old. From Aarhus. Full-time sailors until after the Olympics

when they will resume their studies. mindset that allows Both girls have been sailing since 2000. Started sailing together in the 29er class us to learn and

in 2008 and then switched to the 49erFX in 2012, when it was selected as a 2016 Olympics sailing class. develop faster than A long line of victories, medals and nominations including: other organisations “ - European Championship gold medal of the same size.” in 2013 and 2014 - World Championship silver medal in 2014 Jesper Daugaard, - Four times world champions in the Kamstrup. 29er class

www.kamstrup.com 62 jul/sep 2014 jan/mar 2015 63 Chr. Hansen Improving food & health

Through innovation, Profile plication know-how, ensuring successful integration with customer’s products Chr. Hansen creates value Chr. Hansen is a global bioscience com- and processes. pany with leadership positions in a num- We are 2,600 employees in 30 countries for its customers with ber of and we are organized by business divi- attractive niche markets, including cul- sions, which allow us to offer custom- solutions addressing tures for the food & beverage, human ized solutions to meet customer de- health, animal health and plant protec- mands and requirements such as local end consumer needs tion industries, enzymes for the dairy taste preferences and specific produc- industry and natural colors for the food tion setups at dairies and other food & or customers’ needs to & beverage industry. Chr. Hansen’s solu- beverage manufacturing facilities. tions offer an attractive cost-to value optimize production ratio for customers and are based on a A Strong Innovation strong research and development plat- Platform form, core capabilities in large-scale processes and The majority of our product innova- fermentation of cultures and strong ap- tion derives from our strong bioscience distribution. technology platforms based on in-depth scientific knowledge and competen- cies. Access to around 20,000 bacterial samples enables extensive screening and selection of the best available combinations of strains for new improved solutions. Know-how in fundamental bioprocess engineering is used to develop products that optimize customers’ production efficiency, with higher yields and improved stability. CHR. Hansen

64 jul/sep 2014 jan/mar 2015 65 ReSound The World’s Smartest Hearing Aids

GN ReSound is a leading international de- users. ReSound helps people around the veloper and manufacturer of advanced and world rediscover hearing with hearing aids innovative hearing healthcare solutions. that emulate the function of the natural It advances the wireless revolution with ear. Its aim is to give the client the oppor- its unique 2.4 GHz and Bluetooth® Smart tunity to live a rich, active and fulfilling life solutions. GN ReSound has reinvented the unaffected by hearing loss. hearing system with its revolutionary prod- The company is represented in more than ucts and is driving and defining the future 80 countries and draws on a vast pool of of hearing care. resources at technology centers around the ReSound provides excellent sound by offer- world, where researchers work to apply ing innovative hearing solutions that com- technology to real human situations. bine original thinking and design with solid Recently, Brazil’s subsidiary launched in technology - all based on deep audiological their market a new portfolio of Smart insight and understanding of hearing aid HearingTM products. ReSound Smart Hear- ingTM aids use smart technologies to help the client connect to the world around them, adapting to their lives and needs. ReSound LiNX2 Brazil announced the launch of ReSound with Smart App LiNX², ReSound Enya and ReSound ENZO and Apple Watch families of hearing aids, making the company’s industry-leading, innovative hearing technologies accessible to even more people living with hearing loss. The company’s philosophy is to do more than just make sound audible: ReSound aims to bring sound with ReSound LiNX², ReSound Enya and ReSound ENZO to life in a way that makes the patient forget that he/she has a hearing loss. For ReSound,

66 jul/sep 2014 sound is science, nature is inspiration and Surround Sound by ReSound® the name chosen for the unique sound processing philosophy. In addition, ReSound LiNX², ReSound Enya and ReSound Enzo delivers excellent sound quality in modern, discreet and durable models designed to meet the challenges of a rich, active lifestyle. With these families of hearing products, users have access to the category’s best available performance without sacrificing comfort and ease of use. For the first time, the company is making its renowned sound expertise and innovative wireless technologies available in all price-point solutions. With the introduction of ReSound LiNX², the world’s most advanced Smart Hear- ingTM aid, wearers with different hearing losses and needs will experience a vivid sense of space and speech with Spatial Sense™. They will also have access to direct streaming of sounds to their hearing ReSound LiNX2 aids, including music and phone calls, being the world’s first full family of Made for nitus treatment plan. Anyone with tinnitus Alegre, Curitiba, Belo Horizonte, Flori- iPhone hearing aids. ReSound ENZO offers can benefit from the ReSound ReliefTM app anópolis and Maringá. In Sao Paulo and all the Smart Hearing technologies to peo- as part of a tinnitus management program. Rio de Janeiro the stores are distributed in ple with severe-to-profound hearing loss. It offers a combination of sound therapy different neighborhoods for easy access to ReSound LiNX² and ReSound ENZO are and relaxing exercises that aim to distract the wearers. These stores follow a hearing easily controlled by the ReSound Smart™ the patient from focusing on the tinnitus. care protocol to offer the client the best app, providing discreet, on-the-go person- Users with ReSound LiNX2, ReSound ENZO service and care, certifying that users are alization directly from a user’s smartphone. and ReSound Enya offers wearers the most experiencing the best benefits. The users can also experience a new level advanced, natural hearing experience in It is important to consult an ENT for a full- of smart hearing customization with easy all areas of Smart Hearing (audiology, con- up examination before fitting hearing aids. access to sound enhancer controls for com- nectivity, design, and apps). Resound’s full The exams will be necessary for the special- fort in noisy or windy environments. portfolio of Smart Hearing aids is available ized and trained audiologist in the stores The company also introduced the first hear- through a global network of hearing care to select and fit the best solution that suits ing aid app designed specifically for Apple professionals. the users’ hearing needs. Watch. Available immediately to Apple The clients in Brazil are experiencing and For more information on our company, Watch wearers, the ReSound Smart™ app loving the new Smart HearingTM aids. The technology and Smart Hearing solutions, for Apple Watch offers a new, streamlined subsidiary has more than 30 distributors please access www.resound.com.br and user experience, allowing users to take throughout Brazil that are working with and learn how ReSound can help the users of advantage of seamless control, right from launching this new technology. ReSound hearing aids. their wrist. The ReSound Smart app for Brazil also owns 16 ReSound Apple Watch marks the latest of the com- stores that are pre- pany’s efforts to bring forward-looking so- pared with special- lutions and greater levels of empowerment ized professionals to people seeking to take control over their to fit patients with hearing loss. hearing losses. The In the apps market, ReSound also launched stores are located in a new app for tinnitus patients, known as the main cities of the ReSound ReliefTM. Approximately 80% of country: Sao Paulo, people with tinnitus also have a hearing Rio de Janeiro, Porto loss. ReSound hearing aids with tinnitus therapy – in addition to treating your hearing loss – have sound therapy built directly ReSound store into the hearing aids to support your tin- in São Paulo

jan/mar 2015 67 On the growth path

Factors such as knowledge, management, Brazil has undergone important changes de Janeiro to Sao Paulo. In record time, we people and excellence define the DNA of in its organizational structure and gov- managed to complete the startup of this the William Demant Group in Brazil, which ernance in recent years. “We have iden- area, which involved from hiring about 50 jumped the hurdle of having a single busi- tified the importance of promoting some people, undergoing training to customiza- ness to becoming a group with 07 brands changes in the way we manage the com- tion of the system. and tripling our revenue. pany to gain greater efficiency, speed and competitiveness, when we incorporated Knowledge to raise the A story written new businesses. One of the actions was to company’s value by many hands create the DGS concept - Demant Group Services, this measure meant an improve- For WDH Brazil, knowledge is the source ment in meeting the demands of each In Brazil, the company was founded in 1948 of all value generated to its clients, so- business by providing more support to the through an alliance between a Brazilian ciety, employees and other stakeholders strategies of the company and alignment company, Centro Auditivo Telex, and a Dan- participating, directly or indirectly, in its with the global policy “. ish company, Oticon A/S. In 2000, William business. In this context, some initia-

Demant Holding acquired control of Telex tives specifically related to knowledge and soon after, all employees became part Transforming knowledge management should be highlighted, for of a single company with new manage- into innovative solutions example, the Webinar Program Training ment. This fact initiated the existing pro- and Professional Development, designed fessional management model to this day This is the proposal of WDH Brazil by of- for audiologists, sales managers, product and has brought recognition to the com- fering products and services that contrib- managers, marketing and technical team, pany for being a set of interdependent and ute to the development of the society in sponsored by Headquarters, in Denmark, cohesive businesses, which share the same which it operates. “It’s the intangibles that and promoting a variety of content vision, values and ideals. put WDH Brazil in the competitive path,” throughout the year. Currently, WDH Brazil is dedicated to pro- says Morten Hellberg. “It is a set of factors Through e-learning programs, the company viding hearing technology solutions for that build our identity: knowledge, cred- constantly offers classroom training for its key sectors of the economy, such as gov- ibility, values and people”. Today, we are employees and partners. Some are admin- ernment, distributors, multi-brand, re- convinced that “the pursuit of excellence istered by professionals from within the tail, private hospitals and clinics and the inhabits the hearts of our business profes- company and others by national and inter- nonprofit sector. Its portfolio has a sig- sionals,” he says. national renowned speakers. nificant number of brands such as Oticon The last two years, with the company’s In addition, we have created a quarterly Medical, Oticon, Telex, Interacoustics, growth through new brands, there was a meeting Status Quo involving the entire ex- MedRx, Sonic, Diatec and the Viva o Som significant mobilization in the company, so ecutive and management team of the com- Foundation, offering different solutions, that it could provide support for each busi- pany, with the aim of identifying the issues from hearing aids and diagnostic equip- ness. Most notably, we cite the transfer of that will determine the future for the stra- ment to cochlear implants. the operations department, comprised of tegic positioning of the company, and at Morten Hellberg, Director, says that WDH logistics and technical assistance, from Rio the same time, will have an impact on the

68 jul/sep 2014 business models of its customers and part- achieved, since it stimulates the com- Stimulation and ners. The results of the period and actions mitment of all the actions and decisions enhancement of for the next quarter are also discussed. taken throughout the workday. Since the WDH Brazil decided to change the ERP to first day of work, newly hired profession- professionals’ participation a more complete system, seeking to estab- als are already encouraged to work as a lish a highly reliable and productive work team through an integration training, Based on the values and ideals of WDH environment, ensuring maximum utiliza- which helps them in their work area and Brazil, the exercise of leadership in the tion of the capacity and versatility of the introduces them to the team with which organization relies on the stimulation and company’s service resources within the they will work. enhancement of the participation of all scope of the workforce, without the need The people management model of WDH employees in the company’s life, seeking for redundancy. At this time, we started Brazil puts it in a unique position, which to awaken a sense of belonging to a com- implementing ERP, a new user support sys- further increases the challenge to remain munity of people with purpose and com- tem, a new CRM and a computer network- a great place to work and thus attract tal- mon beliefs in all involved. In this context, based client/server architecture. ented people. “However, do not just attract communication is the main resource used good professionals, we must also motivate to generate interest in participating in the Our company wants to them,” Morten Hellberg says. That is why company’s life. Meetings, teambuilding, publications and a close relationship with value its professionals part of the attention of WDH Brazil is focused on the quality of life of its employ- leaders promote what WDH Brazil consid- ees. Among the initiatives, the Health Club ers very important to its community: shar- WDH Brazil is the result of joint efforts of Academy (an in-house gym equipped with ing and participation. individuals of similar vocations, in order modern equipment), Quick Massage, the Evaluation and improvement of leadership to create conditions for their professional Gymnastics and running team are high- management are carried out in a systemat- and human fulfillment. By the nature of its lighted. In addition, the company has been ic and continuous form, taking into account business, the company has in its profes- dedicated to deeply knowing its profes- the performance assessment analysis and sional staff the basis of the full service ca- sionals and, therefore, has recently made a other practices that provide information pacity needs of its customers. Maintaining functional assessment of the needs of each a team of highly qualified and permanent- employee. From this assessment, WDH Bra- ly motivated professionals is a challenge zil is discussing the implementation of new that the company is willing to meet with sports activities according to the needs of enthusiasm. its workforce. It is with this enthusiasm that WDH Bra- zil encourages teamwork. This practice is responsible for the success of the solutions offered to customers and the results

jan/mar 2015 69 built over the years, is based on strong customer service. This means, in short, to have an organization totally focused on the customer, with whom it develops lasting partnerships and relationships that go through genuine and comprehensive understanding of its business and the markets in which it participates. For this reason, one can say that today, many of the WDH Brazil professionals are dedicated to knowing, in detail, the needs and expectations of their customers, understand in depth, the multiple links and the competitive dynamics associated with their relationship chains and, thereby delivering the best solutions and products. Since 2013, WDH Brazil has been conduct- ing a Customer Satisfaction Survey making to the satisfaction of professionals with by the company. However, their implemen- it possible to assess the evolution of sat- leadership, management style, behavior in tation is monitored in order to adjust strat- isfaction and understand the competitive internal and external relationships, in addi- egies continuously and proactively regard- position of the organization. tion to those related to the achievement of ing the conditions of external and internal the objectives and goals of the company. environments. Commitment to society New leaders are promoted from within the The company’s international standards company itself as well as the filling of many serve as a guide and inspiration for our The recognition that companies have an other positions. The performance evalu- operation. The technical assistance de- important role in the development of soci- ation process is one of the practices that partment, for example, was fitted with the ety and that they should guide the conduct helps to enable the identification of poten- latest equipment, scanners and 3D print- of their business by ethical values and prin- tial talent, using a structured questionnaire ers that perfectly transcribe the patient’s ciples with all their stakeholders has been as a basis for assessing leadership skills. anatomy, producing hearing aids with high present in WDH Brazil since its incorpora- The result of this evaluation is consolidated quality and precision. Morten Hellberg tion. by HR, leading feedback meetings with remembers that it is a challenge to main- In 2011, WDH Brazil took the initiative to management, identifying development op- tain the leadership position in its segment, create the Viva o Som Foundation, a non- portunities and promoting the alignment of therefore agility, commitment and excel- profit organization that develops projects expectations of WDH Brazil and its profes- lence govern management in Brazil. to help people with hearing loss. The main sionals. The actions are built into the em- social action is the Amazon Project. It is an ployee training plan while being followed Positioning with audiology clinic in the heart of the Amazon, according to the professional development customer focus focused on serving the needy population of practices. the state.

For WDH Brazil, effective customer service The idea that the world is in an intense pro- The company adopts goes beyond developing suitable offerings cess of change is the basic premise of all international standards of to meet specific demands and delivering our work. It shapes the way we organize excellence quality services and products purchased. ourselves. You must be sufficiently struc- From the comprehensive understanding of tured so that, given the challenges that arise, you are able to overcome them,” WDH Brazil holds structured discussions the business and the market in which each Morten Hellberg said. “Who today says that start the direction to translate the client operates as well as its strategies, the ‘I’m ready’ is wrong because it is a dynamic organization’s vision of the international company brings together knowledge to of changes that we do not always know macro objectives, following a dynamic that identify opportunities, anticipate new re- where they will lead to. It is a process of ends up involving the majority of the com- quirements and propose solutions that add transformation,” he says, noting that there pany’s professionals. The strategies and the most value during the entire lifecycle of is no formula for success, sums up the Di- objectives outlined are transformed into its customers’ investments. rector of WDH Brazil action plans and define the direction taken This type of relationship, which has been Oticon Brazil

70 jul/sep 2014 jan/mar 2015 71 Colours in perfect shape In 1955, Arne Jacobsen set a new To celebrate the chair that has sold The nine new colours standard for chair design when more than seven million copies so far, Fritz Hansen asked the Danish artist Tal R said yes without hesitation when Fritz he created Series 7™ - a design Tal R to pick nine new colours for Hansen asked him to create nine new co- the Series 7™ chair. Tal R is interna- fit for the future. For eternity, lours for the Series 7. He came up with a tionally celebrated for his profound new range of colours, all complementing some would say. The most sold sense of colour, which is also clearly each other beautifully. Moreover the co- evident in the beautiful colours he lours have one thing in common: They lie stackable chair in design history, has chosen for the new editions of in between two colours and are constantly it has become a style icon and is the Series 7™ chair. Roberta Smith pulled in both directions; this gives the co- from New York Times wrote earlier lours depth and the ability to conjure up seen by many as one of the finest this year:” Tal R’s undiluted color mental images which was very important examples of timeless design. is very much his own…and he is fi- for Tal R. Every single colour has a story nally, genuinely, an artist to watch”. behind it that sparks associations as he It has remained popular for six Indeed Tal R has a special talent for pushed the colours in one direction, to- colours and the new colours for The decades – a period of profound wards a narrative and a specific universe Series 7 revitalize the design and let which lets you see the chair in a new per- changes in technology, culture us see the iconic chair in a new light. spective. Moreover, he has chosen to use two Tal R has for instance named the light blue and lifestyle. Series 7™ has now of the colours both on the base and colour Trieste after the port city in north- reached its 60th anniversary the seat shell to produce a mono- eastern Italy. Trieste is the impossible blue chrome look. The new look makes that has been used by so many artists over and is still in perfect shape to us ‘read’ the chair differently, seeing the decades, especially the impressionists continue its journey towards new it as a single shape unlike the tradi- as it lies somewhere between violet and tional chrome frame edition, which is blue. Tal R has never been to Trieste but he generations with new demands read more as a shell on a base. The has a clear imagination about the city as he monochrome look gives the Series and new standards for design. has been told that it’s very windy and peo- 7™ chair a homey and warm appear- ple actually have to hold a robe in order ance that is refreshingly new. to pull themselves forward on the streets.

72 jul/sep 2014 Tal R

Tal R lives and works in Copenhagen and has had solo exhibitions all over the world. He was born Tal Rosenzweig in Tel Aviv in 1967 to a Danish mother and Czechoslovakian Jewish father. Raised in Denmark, his childhood was defined by his family’s split identity: the orderly Scandinavian society of his maternal side contrasted with his father’s experience as a Holocaust survivor. Tal’s traditional Hebrew name, which also means “number” in Danish, did not assist in his acclimation, especially among school- aged peers. Drawing provided a needed escape. As he has said: “For me, drawing was the same as dreaming at night: you don’t decide what to dream about, you dream about what you need.” Tal’s self-identification as an outsider, caught between two worlds, fueled a fertile artistic landscape of shifting realities. His unique vision eventually led him to the Royal Danish Academy of Fine Arts.

When Tal R graduated from the Royal Danish Academy of Fine Arts in 2000, he was already an established professional The heavy wind is also the reason why the When he looks at her, he sees the colour artist, outdoing his professors. In fact, ocean has this clear blue colour that nearly purple. To him, she is the essence of that during his final year of studies he was shine in the eyes when you look at it. colour, embracing it in every way – attrac- appointed professor of painting at the And he has named the green for Hüzün tive and passionate, like the colour itself. Academy of Fine Arts in Helsinki, and which is Turkish for wistful, a word that It has been a great journey to create and today he is a world-known artist. captures the dreamy mood of the colour develop these new colours with Tal R as with its bittersweet touch of nostalgia and Fritz Hansen’s approach to colours is asso- Tal works with a variety of media— yearning. The unique quality of this green is ciated with our choice of genuine materials collage, sculpture, installation, paint- its faded character. It was once something that patinate over time in a constant state ing—and intuitively culls imagery from else, and the implied patination imbues its of gradual transformation. Fritz Hansen ap- diverse sources.Tal R’s works are quirky, own story. When Tal R created the green preciates this slow metamorphosis, which kitschy, startling and noisily colourful in colour he was thinking about the buses in is also reflected in the nine new colours Istanbul that has been in the sun for years by the Danish artist Tal R. He has created an expression that plays with percep- and therefore are faded into another green nine artistic colours, all blends and all vari- tion and perspective. Equal parts South version. able colours that change with the light, the Park, children’s drawings, inside-out Altstadt Rose is one of Tal R’s signature space, the seasons and other aspects of graphic experiments and far-out graffiti. colours, as he always includes a rose in the environment. Because a colour is not Tal R is also a true collector, and he is everything he creates. The rose expresses just a colour but a complex and inconstant known for taking an interest in things impermanence and fiery beauty. For this factor. That is why Fritz Hansen prefers ar- with an unusual aura, which sometimes rose, its golden days are in the past, and it tistic colours to industrial colours, diversity inspire striking and unusual additions to is now a fading beauty. To Tal R, this colour to uniformity and the natural to the artifi- his paintings. He is fascinated with the suggests a cherished object that has been cial. The result is a piece of furniture that unique quality of things that used to be hidden away in a drawer, fading with time will continue to live, surprise and inspire. something and have now turned into and acquiring a new expression and a dif- something else. ferent beauty than it once had. Jacob Holm Evren Purple is named after Tal R’s wife. CEO Republic of Fritz Hansen

jan/mar 2015 73 Viking Life-Saving Equipment

Fifty five years in business has turned what - is why Brazil has been one of our main At the forefront of started as a small liferaft manufacturer focus markets since 2009, when we opened with just a few employees in the Danish a dedicated subsidiary in Rio de Janeiro - maritime safety with town of Esbjerg, into a global leader in an VIKING Life-Saving Equipment Brasil.” industry of vital importance: marine and The operation is led by VIKING Country offshore lifesaving equipment enhancing Manager Egidio Camilo, who is supported a solid reputation for safety of life at sea. by approximately 30 locally recruited ad- The company’s international expansion ministrative and technical staff. Besides was launched with the establishment of the Rio subsidiary, VIKING also has a sales quality and innovation the first foreign subsidiary in Holland in office in Santos and servicing stations in 1977. Today, with 70 branch offices and Sao Luis, Recife and Itajai. for over 50 years. more than 270 servicing stations around the world, VIKING is a truly global corpora- A constantly tion offering the biggest global safety network to its customers. evolving partner

Despite many years in the industry, VIKING Our calling is still growing – and offering more new products and services than ever before. VIKING’s products protect passengers and One thing the company never compromises crew on many of the world’s largest cruise on, however, is quality. All of its products ships as well as workers on the most ad- meet the strictest standards for design, vanced offshore platforms and cargo ves- testing and documentation. sels. At the same time, VIKING safeguards “Our customers are active in the offshore the ability of shipowners and offshore as- and maritime industries and also count set owners or operators to manage their the largest shipyards in the country”, says businesses by ensuring safety and regula- VIKING Country Manager Egidio. “These tory compliance on board at all times. industries are currently under economic

pressure due to the decline in oil prices as Closer to the customer well as the much published Lava Jato corruption scandal. Our vision is for customers “The world is our home market – we think to consider VIKING their preferred partner and act from a global perspective”, says for maritime and offshore safety solutions VIKING Vice President for Brazil, Vagn Ped- – also in difficult financial times. And cost ersen and continues: “Our worldwide pres- effective innovations such as the unique ence ensures closeness to our customers. VIKING Shipowner Agreements and VIKING Many of our European customers are now Offshore Agreements are key to delivering heavily involved across the oil and gas sec- on this vision.” tor in Brazil - in tankers, rigs, FPSOs etc. Both types of agreements incorporate safe- That - as well as the main regional players ty products, global servicing (according to both international and Brazilian regu- Country Manager lations), single-source management and Egidio Camilo 74 jul/sep 2014 Vice President for Brazil, Vagn Pedersen

VIKING - the global leader in safety solutions

VIKING Life-Saving Equipment A/S is shore evacuation and crew transfer a global market leader in maritime systems, liferafts, lifejackets, im- and offshore safety, providing and mersion suits, fire suits, work suits, servicing safety and fire-fighting pilot suits, helicopter transportation equipment for passenger and cargo suits, MOB boats, davits, pilot lad- ships, offshore installations, fishing ders, signs, and other lifesaving ap- vessels, the navy, fire departments pliances. and leisure yachts. VIKING Shipowner Agreements offer VIKING is a privately held corporation uniquely customizable concepts that founded in 1960 with group head- incorporate safety products, global quarters in Esbjerg, Denmark. Prod- servicing, single-source manage- ucts are manufactured in Denmark, ment, and financing in a variety of Norway, Bulgaria and Thailand. fixed price structures. VIKING offers a broad range of off- With 2,000 employees worldwide, the the-shelf and tailored safety solu- unique VIKING network of branch of- tions and systems certified in accor- fices, agents, 270 certified servicing dance with the latest requirements stations and worldwide stock points of the IMO, SOLAS, EU and USCG. makes VIKING a truly global provider The product portfolio includes chute at convenient locations in all signifi- and slide-based marine and off- cant markets. financing in a variety of fixed price struc- says Vagn Pedersen. “And they help you tures, servicing liferafts, immersion suits to continue improving the concept as their and lifejackets, lifeboats, release hooks needs evolve every step of the way.” and davits, and marine firefighting equip- Other strategic moves enabling the compa- ment. The concept’s flexibility is coupled ny to better address key safety issues for its with servicing and exchange options. customers involves the recent acquisitions “With the costs and difficulties of for ex- of Saatsea and Nadiro. ample port delays receiving growing focus VIKING Saatsea develops 24/7 onboard in the industry, we’re putting a lot of ef- training and management systems for off- fort into ensuring that our customers can shore crew certification and is the first and avoid unnecessary waiting, administrative only provider to achieve flag state approval frustrations, or unforeseen expenditure,” for its unique STCW solution with refresher Egidio says. modules according to the new STCW 2010 Manila Amendments for Basic Training. 50-year innovation wave VIKING Nadiro manufactures high-quality lifeboat and rescue craft systems, developing and promoting its Drop-in-Ball™ VIKING puts the heightened pace of offer- technology to help ensure crew safety and ings down to a simple mechanism. giving shipowners a complete and high- “When you’re close to your customers, you quality answer to the LRRS compliance can develop exactly what they want – or challenge. what they will want in the near future,” Viking Life-Saving Equipment jan/mar 2015 75 Welltec® world leading provider of intervention solutions, riserless subsea interventions and completion solutions

Welltec® is a world leading provider of Our philosophy is to develop and apply in- intervention solutions, riserless subsea novative ideas to address the challenges of “Brazil is a interventions and completion solutions. tomorrow. Based on the operators’ needs We operate in all types of onshore and and our expertise, we challenge, pursue key market for us. offshore well environments including the and develop the best solutions to increase most extreme and hostile ones. All phases oil and gas recovery while improving the We are pleased of a well’s life are covered, from appraisal economic, environmental and safety as- “ to plug and abandonment. pects within our industry. with customer Welltec® has been in the Brazilian market The Brazilian operators are now using our for 10 years, with our offering of unique in- advanced technologies within interven- acceptance of our tervention solutions and ground-breaking tions on electric line and Welltec has been completion technologies and proven time investing locally in equipment required to unique technology and again that it is possible and reliable. perform several jobs simultaneously. Safety and higher recovery are no longer Welltec’s disruptive innovation challenges offering and contradictions. This has been proven with the conventions, maximizing production, our outstanding results in well interven- increasing oil recovery and improving well- solutions, allowing tions performed in mature fields or ultra- integrity and safety, with faster and less deep water wells in the pre-salt fields. intrusive solutions. our customers to increase production,

while reducing

Capex and Opex through improved efficiency.” “ Mr. Carl Strubberg, Senior Vice-President, Americas

Mr. Carl Strubberg, 76 jul/sep 2014 Senior Vice-President, Americas

Our pioneering technology enables operators to optimize the management and development of their assets throughout their life cycle. We address the factors that maximize value creation, continuously innovat- ing to reduce well construction time, speed up access to the hydrocarbons and reduce the capital expenditure compared to more conventional methods. The effect is one of maximizing hydrocarbon production and increasing total recovery while minimizing operational downtime. Our lightweight technology also reduces the risk to personnel and increases many safety aspects of the industry by enabling smaller work crews and minimizing heavy lifting. Furthermore, our technology allows operators to avoid the use of rigs, significantly reducing the industry’s carbon footprint. Our ability to operate in extended reach and horizontal wells allows opera- Marcelo Batocchio, General Manager, Brazil tors to drill multiple wells from the same topside location, thereby further reducing the environmental footprint. “We have been driven by the belief

In an industry characterized by maturing fields and increasing depletion, the pre- mium attached to technology which aids that the industry can be more efficient and in reversing these trends is continuing to “ gain momentum. Our value proposition is safe while delivering higher recovery and compelling; our technology enables clients “ to unlock more production from their as- overall sustainability.” sets and to address reservoir complexities and uncertainties with a greater number of Mr. Marcelo Batocchio, General Manager, Brazil options, which are cleaner, safer and more sustainable. Weltec

RELIABLE SOLUTIONS

CONVEYANCE Delivering the payload into the well, reliably, accurately and quickly. MECHANICAL Changing the wellbore through mechanical means such as shifting, setting or cutting. CLEAN-OUT Removing unwanted debris or deposits without introducing additional fluids. MILLING Restoring full functionality and production by precision milling of well hardware COMPLETIONS Achieving zonal isolation and cement assurance for increased flexibility and optimal reservoir completion

jan/mar 2015 77 Prime Minister Lars Løkke Rasmussen, Carsten Følbaek and Ambassador Svend Roed Nielsen Carsten Følbæk celebrates 40 years Lars Rebien with the Maersk Group Carsten Følbæk, who has worked for nearly 20 years in Brazil and Latin America and has Sørensen built up a tremendous group of Maersk companies, celebrated 40 years with the Maersk elected the Group in 2015. Carsten is both the Maersk ambassador and best-performing the Group Senior Vice President and has been a great initiator of acquisitions, and new projects for Maersk. Carsten should be CEO in the world heartily congratulated. Carsten does not like too much PR or inter- Novo Nordisk global CEO Lars Rebien Sø- views but we, at the Danish-Brazilian Cham- rensen has for the first time ever been elect- ber of Commerce wants to salute him on this ed the global CEO of the year by Harvard very special occasion. Business Review. This is probably the most Keep it up, Carsten! Thank you for the great prestigious business award in the world; services and contributions to the Danish- Lars Rebien Sørensen beat all of his com- Brazilian chamber of commerce. We honour petitors and business colleagues worldwide you! based upon ‘performance’ such as profit JOL growth and new product introductions. Novo Nordisk and Lars Rebien Sørensen are to be congratulated for this outstanding recognition of his remarkable performance. JOL LEGO North American

Top ten list delegation visits Sao Paulo 1 Lars Rebien Sørensen, Novo Nordisk 2 John Chambers, Cisco Systems LEGOs American Board of Directors vis- 3 Pablo Isla, Inditex ited Sao Paulo to assess the economic 4 Elmar Degenhart, Continental situation and talk to various business 5 Martin Sorrell, WPP partners. The visit was headed by Søren 6 Stephen Luczo, Seagate Technology Torp Laursen who has done an out- 7 Jon Fredrik Baksaas, Telenor standing job in building LEGO Leader- 8 George Scangos, Biogen ship in the United States and Americas 9 Michael Wolf, Swedbank region. 10 Fujio Mitarai, Canon JOL 78 apr/jul 2015Source: Harvard Businnes Review The Lego North America Board delegation Chamber Humanitarian Award 2015 Deputada Federal Mara Gabrilli

It was with a great pleasure and honour ´Mara Gabrilli is awarded for her initia- talk about ‘Handicap Projects in Brazil and that the Danish-Brazilian Chamber of Com- tives in creating significant social proj- how we all can help’. merce presented the 2015 award to Federal ects for the handicapped and for the im- The Chamber Humanitarian Award event Representative Mara Gabrilli who has made plementation and rehabilitation services was a great success with a full house and a tremendous contribution towards better benefitting millions of Brazilians. Deputa- warm applause for Mara Gabrilli for her conditions for handicapped people in Bra- da Federal Mara Gabrilli is the person who unique contributions towards the plight of zil. The Chamber explained its decision to has done most for handicapped people in handicapped people. present the Chamber Humanitarian Award Brazil. We are very honored to have her JOL to Mara Gabrilli in the following words: present here with us. Mara Gabrilli will

"Dansk Erhverv" visits the Chamber on October 1st

It should be noted that a delegation from Dansk Erhverv (The Danish Chamber of Commerce), consisting of more than 22 people, visited the Chamber on October 1st headed up by Dansk Erhverv’s chairman Lau- rits Rønn. The Chamber made two presentations, namely “Brazil full of opportunities” and a presentation from LEGO marketing director Ines Fonseca about LEGO’s plans and activities in Brazil. Both presentations were very well received. JOL

apr/jul 2015 79 Luciano Coutinho wins Chamber Award 2015 Luciano Coutinho, President of BNDES, wins the Brazilian-Danish Chamber of Commerce Award 2015, for his continuously contributions for many years to the Chamber and its members. The Award was given in a presence of Con- sul General of Denmark, Eva Bisgaard Pedersen, Consul General of Sweden Dr. Renato Pacheco and ex-Consul General of Sweden, Barry Bystedt and Regional Director from Novo Nordisk Andrzej Popkowski. It was a great Chamber Lunch held at Babybeef Rubayat in a

very friendly and informal manner. Con- 100 gratulations Luciano! JOL 95

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�� 29��201��11��5� Feira Escandinava 2015 has record sales and public attendance Feira Escandinava 2015 had record sales with over BRL 3.1 million in sales and record attendance of more than 15,000 people. For the first time we sold out of sandwiches Tuesday night, and everybody was most happy. I would like to thank the more than 800 volunteers, and in particular Suzanne, Alexandre, Anna and Andrea for their great contributions towards making the 2015 fair so successful, a big accomplishment considering the extremely difficult financial situation of the country. JOL

Danish Ambassador Kim Hojland Christensen and Consul Generals of the Nordic countries 82 apr/jul 2015 opened the Feira Escandinava 2015 Sweden stand Norway stand

Lego toy stand Salvai as Crianças stand

apr/jul 2015 83 Denmark stand Finland stand MANAGING IN TIMES OF TURBULENCE AND UNCERTAINTY You do not have to be a Harvard trained business By Andras Dobroy

leader to realize that managing in turbulent times To say that in Brazil we are going through “turbulent times” is the understatement of is going to become an important skill for most the year. The situation reminds us of Albert Einstein’s memorable quip: “Before I die”, executives. Slow and low economic growth is now Einstein once said, “I hope someone will clarify quantum physics for me. After I die, I hope God will explain turbulence to me”. a certainty. Couple this with mounting government Einstein might be even more confused in face of the magnitude of the political and deficits financed by increased taxes and overworked economic chaos and turbulence in the Bra- zil of our days. government printing presses. And we have very Against the above backdrop, we decided to do well focused research on the sub- clear clues to the near term future. Many economists ject of turbulence and try to identify, and share with you, some effective responses predict galloping inflation, decreased purchasing to a turbulent and unpredictable business environment. power for the majority of consumers, in both One of the key conclusions that crystal- lized is that we often respond to tur- developed and emerging economies, increased bulence by accelerating activities that worked in the past. We lapse into inertia unemployment and more government intervention. when we should adapt with agility, and we cling to rigid dogmas when we should im- provise. But throughout history, volatility has not only dethroned incumbent leaders, it has also created untold possibilities to create economic value. History shows that turbulence has an upside, and companies that seize the opportunities arising out of seething markets will become tomorrow’s champions.

“A crisis is a terrible thing to waste”

This is a provocative (and inspiring) state- ment by the American economist, Paul Romer, considered by Time “one of the 25 most influential people in America”. The central idea of Romer’s rationale on how to react to economic crises can be sum- marized under the label “new and better recipes”, and this is how he elaborates on this theme:

Paul Romer 84 apr/jun 2014 “Economic growth occurs when- ever people take resources and rearrange them in ways that are more valuable. A useful meta- phor for production in an economy comes from the kitchen. To create valuable final products, we mix inexpensive ingredients together according to a recipe. Peter Drucker The cooking one can do is limited by the supply of ingredi- “Every institution - and not only business - suggest you read this paragraph again. We ents, and most cooking in the must build into its day-to-day management believe the way Drucker linked abandon- four entrepreneurial activities/strategies ment to concentration gives real meaning economy produces undesirable that run in parallel”: to the time-worn phrase “less is more.” side effects. If economic growth could be achieved only by doing • One is organized abandonment of prod- Strategy no 2 more and more of the same kind ucts, services, processes, markets, distri- Continuous Productivity of cooking, we would eventually bution channels, and so on that are no longer optimal allocation of resources. Improvement run out of raw materials and suf- • …Then, every institution must organize fer from unacceptable levels of for systematic, continuing improve- “Success gets sustained by cul- pollution and nuisance. History ment… tivating the right efforts and by teaches us, however, that eco- • Then, it has to organize for systematic and continuous exploitation, especially getting everyone in the organi- nomic growth springs from bet- of its successes. zation to do things a little better ter recipes, not just from more • …And, finally, it has to organize for sys- and get better results.” cooking”. tematic innovation, that is, to create the different tomorrow that makes obsolete, Most things get done in small doses. “Ev- and to a large extent replaces even the ery day in every way I’m getting better and most successful products of today. better,” goes the inspirational mantra. Enter Peter Drucker – “The Japanese business language speaks de- In the following paragraphs, we synthesize Master of Management” scriptively of Kaizen, systematic continu- the essence of Drucker’s “Four Strategies” ous improvement of products and services, to be an effective business leader in tur- I am pleased to report that, in the course production processes , marketing, service, bulent times. of our research efforts, we came across a technology, training, and development of very interesting and relevant Drucker paper people and the like. discussing the issue of managing in times Strategy no 1 Drucker believed to get better one step at of turbulence and uncertainty. Organized Abandonment a time is a far better way to get better than Serving more than seven decades as the shooting constantly for the moon. Major world’s leading observer and strategic ad- or so-called “quantum leaps” into sudden visor to business – and as the author of 39 “Savvy executives start by think- business success are rare. That is why they books on management – Drucker, who died ing through what should be make the headlines, as so do similarly sud- in 2005 at age 95, developed a unique per- strengthened and built. They do den and spectacular flops. spective on the healthy balance between not start by trying to save mon- “Sustained success”, noted Harvard’s Theo preservation and change. His theories still Levitt,” is largely a matter of focusing reg- revolutionize the way companies operate ey. They start by trying to build ularly on the right things and making a lot in the age of the Internet, changing demo- performance”. of uncelebrated little improvements every graphics, and the “knowledge worker” (a day... Getting better and better one step at term Drucker coined). Drucker wrote extensively about abandon- a time adds up...” The timelessness of Drucker’s thinking con- ment. Recognition of this concept is prob- To repeat the lessons from the first strat- tinues to amaze even his newest readers. ably the single most important strategic egy (Organized Abandonment): Improving Nobody knew how to capitalize on the past guideline in the quest for economic results. things little by little does not mean stick- and make way for the future like Drucker. His Abandonment of the unproductive and ing wrongly to what should no longer be writings are all about business as an innova- obsolete is the only real way to practice done. Abandonment decisions come first. tive “agent of change”, and we provide, successful cost-cutting…and being able to Continuous improvements in any area in this article, an outline of principles and achieve more with less. eventually transform the operation. They tested practices – based on the writings and Drucker asserted that abandonment and lead to product innovation. They lead theories of Dr. Peter F. Drucker – that could concentration are opposite sides of the to service innovation. They led to reen- help you weather the already in-progress same coin. By abandoning unproductive gineered or new processes. They lead to economic storm. Drucker starts the descrip- and sidetracking activities, executives in- new businesses. Eventually continuous tion of his powerful formula for surviving in crease their effectiveness by having more improvements lead to creating a new and turbulent times with this overarching rule: time to concentrate on result areas. We different organization.

jan/mar 2015 85 Source: Book, The Alliance. Strategy no 3 Drucker emphasizes that there is a difference between improvement and innova- Exploiting Success tion. Improvement usually means more and better. Innovation refers to creating and “By the time an industry growing implementing the new and different. Big rapidly has doubled in volume, difference. Improvement is much easier. the way it perceives and services True Innovation tends to be resisted by the existing organization. its market is likely to have become Organizational inertia always pushes for inappropriate...in particular, the continuing what the organization is always in which the traditional ready doing. Newness of more than a trivial leaders define and segment the dimension is typically squashed by the on- market no longer reflect reality, going organization. Yes, squashed! Slightly paraphrasing Theo Levitt (the they reflect history”. brilliant author of “Marketing Myopia”): “Anyone who tends to doubt this needs Continuous improvement aims at making only to examine, please, his/her organiza- the already successful better still. It’s a tional experience. Whether in an organiza- never-ending activity that required spe- tion, a government agency, a country club, cific quantitative goals, such as annual or church, an intense and usually fierce improvements of 3% or 5% in cost, qual- struggle predictably surrounds efforts to Andras Dobroy, Managing Director ity, and customer satisfaction. Exploiting do drastically new or different things… success, according to Drucker, relates to One may ponder and wonder why the becoming an opportunity-focused organi- struggles are always so abrasive, and why zation. Problems cannot be ignored. And the leaders of change efforts always pay the big picture of a world in a constant serious problems have to be addressed and such a heavy personal price…” state of flux. solved. But for an organization to suc- Drucker and Levitt showed that the most My second lesson learned is that turbu- ceed they must focus on opportunities, not important task of the existing organization lence, despite its obvious risks, has an up- problems. They have to “starve problems is to get today’s job done. Rules, proce- side. Economic and political forces churn and feed opportunities”. dures, and standards define what is to be ceaselessly, introducing new ingredients, One practice that should be followed reli- done, and how. “Allegiance to the daily changing markets and enabling novel com- giously is having “opportunity meetings” task remains the predominant and inevita- binations that create opportunities. Most in addition to “problem meetings.” Op- ble focus. Within this powerfully constrain- people fixate so heavily on the downside portunity meetings illuminate what’s working context,” noted Levitt, “to focus as of turbulence – the risks, uncertainty, and ing and should be expanded in a variety of well on trying to get powerful innovations threats – that they ignore golden opportu- forms. Most meetings discuss “problems” – to do entirely new and therefore disrup- nities right in front of them. and the “opportunities” tend to be ig- tive things – is an especially difficult and The greatest lesson I learned from read- nored. Opportunity meetings focus atten- fragile undertaking.” ing books like The Age of Turbulence, by tion on opportunities that can/should be The fact is that most organizations estab- Alan Greenspan, and The Black Swan, by exploited. As simple as this sounds, atten- lish order and discipline, that is, deep rou- Nessim Nicholas Taleb, and reviewing doz- tion is a key driver of exploiting success. tinization of a significant part of the work ens of articles about successful and failed We only react to - or pay attention to - what required to produce today’s products and companies, was this: entrepreneurs and we are presented with. If we are presented services. Innovation, or doing new and dif- managers succeed not because of who they with problems, that’s where our attention ferent things, by its very nature destabiliz- are but because of what they do. I have will be focused. If we are presented with es the organizational structure. This makes studied corporate Davids, who have taken opportunities, then our attention will be many managers uncomfortable – especial- on industry Goliaths and, in each case, the focused on opportunities. ly, those without experience in how to ac- smooth stone in their slingshot was their commodate needed innovations. In short: ability to see and seize opportunities that o wherever routine reigns expect fierce resis- Strategy n 4 arise out of turbulent markets. The skill to tance to innovation and innovators. do so, I believe, can be mastered by any- Innovation one. “Innovative companies realize The Punch Line My succinct advice to business leaders: view the future not through a telescope but that it is a tough task to simulta- I learned three key lessons while doing the through a kaleidoscope. neously create the new and take research for this article: care of what one already has in First, turbulence is a fundamental feature Andras Dobroy is the Managing Director full operation. The maintenance of Dobroy & Partners International, of the present business is far too of markets characterized by dynamism, complexity, and intense competition. Un- a Human Capital, Organization big a task for the people in it to expected changes are not bugs in the Development and M&A Consulting firm, have much time for creating the world’s operating system: they are a fea- based in Sao Paulo, Brazil. Email: new, different business for to- ture. I wrote this article, in part, to raise [email protected] morrow”. readers’ sights from the current crisis to dobroy.com

86 apr/jun 2014

www [email protected] • .dobroy.com

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talk

Let’s

Dobroy (11) 3813-2477.

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universal answers that can be applied by any organization?”

FIRST WHO... THEN WHAT

a great company and, if so, how? What are the timeless

penetrating questions – “Can a good company become FIRST WHO... THEN WHAT

In his seminal book, “Good to Great ”, J im Collins asks the FIRST WHO... THEN WHAT

FIRST WHO... THEN WHAT

Interested in moving from good to great?

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Jim’s five year quest yielded Those CEOs, COOs, CFOs many valuable insights but and other senior executives this is how he describes the (Sales, Marketing, Human most important finding: Resources, Technology, “We expected that good-to- Logistics, Operations), who great leaders would begin have the experience, vision by setting a new vision and and character to make a strategy. We found instead significant near-term impact that they first got the right on performance, while people on the bus, the wrong developing innovative people off the bus, and the strategies for growth and right people in the right seats future success. – and then they figured out “where to drive it.” If you would like to bring aboard one or, perhaps, Bottom line: The old adage Our mission at Dobroy & several of those “right “People are your most Partners International, as people”, who can help you important asset” turns out of day-one of our founding, take your company from to be wrong. People are not back in 1983, is to help our good-to-great, call Andras your most important asset. clients find, attract and Dobroy (11) 3813-2477. The right people are. retain the right people. call Andras Dobroy (11) 3813-2477. Let’s talktalk. Dobroy & Partners InternationalLet’s The Power of Talent talk call Andras executiveDobroy search | management & Partners assessment International | succession planningDobroy | board (11) services 3813-2477. TheT.55T.55 11Power11 3813.24773813.2477 of •• F.55F.55Talent 1111 3813.20493813.2049 executive searchR. R.Hungria, | Hungria, management 574, 574, 7º 7ºandar, andar,assessment cj. cj. 71 71 • São•| Sãosuccession Paulo Paulo - SP - SP •planning Brasil• Brasil • 0• |1455.903 0 board1455.903 services [email protected]@dobroy.com •• wwwdobroy.com.dobroy.com T.55 11 3813.2477 • F.55 11 3813.2049 Let’sjan/mar 2015 87 R. Hungria, 574, 7º andar, cj. 71 • São Paulo - SP • Brasil • 01455.903talk

[email protected] • www.dobroy.com

www .dobroy.com

Dobroy [email protected] Partners International •

R. Hungria, 574, 7º andar, cj. 71 • São Paulo - SP • Brasil • 01455.903 TheT.55 11Power 3813.2477 •of F.55 Talent 11 3813.2049

executive search | management assessment | succession planning | board services

T.55 11The 3813.2477 Power • ofF.55 Talent 11 3813.2049

R. Hungria,Dobroy 574, 7º & andar, Partners cj. 71 • São International Paulo - SP • Brasil • 01455.903

[email protected] • www.dobroy.comtalk

Let’s

Dobroy (11) 3813-2477.

call Andras

universal answers that can be applied by any organization?”

FIRST WHO... THEN WHAT

a great company and, if so, how? What are the timeless

penetrating questions – “Can a good company become FIRST WHO... THEN WHAT

In his seminal book, “Good to Great ”, J im Collins asks the FIRST WHO... THEN WHAT

FIRST WHO... THEN WHAT

Interested in moving from good to great?

Danish Investment Seminar A unique annual event The Danish investment seminar 8:45-9:00 – Danish Investment Seminar 10:30-11:15 – Nordika a new pharmaceutical had a full house again with over Introduction Company in Brazil 50 participants and the seminar Jens Olesen, Chamber President Ole Broch Nielsen, General was very interesting and infor- Manager, Nordika mative with great speakers. In 9:00-9:30 – The Brazilian Economy 2015 and the opinion of many participants predictions for 2016 11:15-11:45 – Agramkow – How to manage a it was the best seminar ever and Tatiana Pinheiro, Senior small company with success reflected a realistic situation of Economist, Banco Santander. Mads Giltrup, CEO, Agramkow Brazil today. Next year we will have an even greater number of 9:30-10:00 – The Rules of Investment 11:45-12:15 – Vestas – opportunities in Brazil small and medium size compa- Miguel Tornovsky, Partner, Gustavo Mattos, Vestas. nies represented. Please see the Pinheiro Neto Advogados agenda for the Danish invest- 12:15-12:45 – How to market LEGO in Brazil ment seminar 2015. 10:00-10:30 – International Container Shipping Inês Fonseca, Marketing Manager, Peter Grangaard Gyde, LEGO Brazil General Manager, Maersk Line.

Mads Giltrup, Agramkow Miguel Tornovsky Peter Grangaard Gyde Tatiana Pinheiro Pinheiro Neto Advogados Maersk Line Banco Santander

Inês Fonseca, LEGO Gustavo Mattos Ole Broch Nielsen Jens Olesen 88 apr/jul 2015 Vestas Nordika Chamber President Copenhagen Goodwill ambassador meeting A Copenhagen Goodwill Ambassador meeting was held from August 24th-26th. The main themes covered were how to attract “talent” to Copenhagen and how to improve the “image of Copenhagen” in the world which in reality means how to become more competitive in the global marketplace. Many panels with industrial/ business leaders took place, while political talents discussed immigration and bringing talent to Denmark; these discussions became quite heated and were very interesting. All of the more than 60 Goodwill Ambassadors were very involved in the seminars themes and it was a very successful business encounter for all the Goodwill Ambassadors. Dinner was held with HRH Prince Joachim and the foreign minister Kristian Jensen who gave a speech on Danish foreign policy. In 2016, the Goodwill Ambassadors program will celebrate its 20th anniversary. JOL

HRH Prince Joachin and Goodwill Ambassador Corps Chairman Jens Kramer Mikkelsen Scandinavian Club and restaurant “Svanen” Lars Grael totally renovated

Due to the 125th anniversary of Associação visits the Beneficente Escandinava Nordlyset we are making a complete restoration of the ground floor of the club as well as of the restaurant Chamber which was completed on October 30. The team behind the restoration of the club Lars Grael, a great friend of Denmark and the was Danish Architect Adam Kurdahl, Danish Chamber of Commerce, has visited the Project coordinator Christina Herloev Chamber and has become involved in Denmark Thomsen and Club President Jens Olesen. for the Olympic Games. Lars is a former olympic We would like to invite the whole Scandina- medalist from the Olympics in Atlanta and Soul. vian community to the new club and Scan- Lars is still competing, having won the Bacardi dinavian cuisine. The Scandinavian Club is Cup and South American championships. Lars is looking forward to seeing you in the near responsible for an organisation which represents future. all the olympic athletes and is moreover involved JOL in the sailing organisations worldwide. Lars sails the ‘Star class’ and has just won the world cham- Danish Architect Adam Kurdahl, pionship in Buenos Aires – Fantastic! Project coordinator Christina Herloev Thomsen JOL and Club President Jens Olesen apr/jul 2015 89 RIO 2015 Chamber Activities

Entrepreneurship Meetings in Rio

The Brazilian bureaucracy can be a challenge for Danish entrepreneurs looking to do or open up a business in Brazil, which is one of the reasons why the Danish Club in Rio started once- a-month meetups to discuss entrepreneurship in Brazil and exchange ideas and experiences. The inaugural meeting on October 5th, organized by Line Berg Østergaard, Club Chairwom- an and CEO of Mandorla (a digital marketing start-up), took place at the Danish Consulate and was an open event for anyone, who wanted to know more about how to start a business and how to choose the right company type for their Brazilian business. Felipe de Souza from Minha Empresa Legal – a company assisting entrepreneurs with legal Danish Choir celebrated issues they may face while establishing their business activities – was invited to explain the main characteristics and pros/cons of the different company types: “EIRELI”, “SOCIEDADE Christ the Redeemer LIMITADA”, “SOCIEDADE ANÔNIMA FECHADA” and the “MEI”. He also addressed the main tax issues related to these company types. 31 singers from the Danish a cappella choir, Vocal Line visited Brazil in the month of Oc- For more information, tober. The choir was invited to perform dur- please contact: ing the celebration of Christ the Redeem- er’s 84th birthday on top of the Corcovado - Entrepreneur meetings: mountain. Line Berg Østergaard The event attracted an enthusiastic heav- [email protected] ily packed crowd and was viewed on TV by - Minha Empresa Legal: millions of people worldwide. Felipe de Souza Both the Brazilian and Danish media were contato@minhaempre- thrilled about the event. After all, it is not salegal.com.br every day that one of the world’s seven wonders is being celebrated by a modern a cappella choir from Denmark. Vocal Line’s visit to Brazil was organized by the two founders of Instituto Canta Gente Boa – a Brazilian NGO with the objective to generate understanding between favelas and the formal city - Maria Hiort Petersen and Gisele do Nascimento Guimarães. Besides the performance at Corcovado, International Oil & Gas Trade Show the choir also took part in social projects in Rio. According to Maria Hiort Petersen, On October 27th, 28th and 29th, one of Brazil’s most important events for the development Vocal Line’s visit was not only a success due of offshore resources in the fields of drilling, exploration, production, and environmental to their beautiful voices, but the visit also protection was held in Riocentro, Barra helped to build new bridges rising above da Tijuca – Rio de Janeiro. borders and cultures, regardless of social The exhibition and conference is or- differences. ganized by the Offshore Technology It was not only the city of Rio that had Conference and Instituto Brasileiro de the pleasure of receiving the Danish choir. Petróleo, Gás e Biocombustíveis, and During Vocal Line’s Brazilian tour they par- attracts professionals from the indus- ticipated in a festival in Porto Alegre (Rio try from all over the world. Grande do Sul), and held concerts in Sao Denmark was not represented with a Paulo and Inhotim (Minas Gerais) Danish pavilion, however, the Danish Vocal Line truly showed their capacity to developer of well technologies and sing their way into the hearts of people solutions for the Oil & Gas industry, in Brazil and the tour was a huge success, Welltec participated as a silver spon- which undoubtedly can be repeated in the sor of this important event. future.

90 apr/jul 2015 Global Transport and Logistics

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apr/jul 2015 91 Viking Olesen at the Fiat Museum Danish Industry visits the Norwegian Chamber on August 11th

A delegation of more than 10 people from Danish In- dustries visited the Chamber that gave a presentation Graphic on Brazil’s opportunities and challenges which was very well received and a very animated discussion took place about the future of Brazil. Exhibition JOL in Belo Horizonte

The Norwegian Graphic Exhibition con- Nordika Pharmaceutical Engineering tinues its success tour in Brazil, now in Belo Horizonte, with one hundred art works and First Company certificated in the 21 artists. The Norwegian Graphic Exhibi- tion was held at the museum Casa Fiat de Cultura and more than 40.000 people vis- New ISO: 9001:2015 standard ited the exhibition. Nordika do Brasil a wholly Danish own spin-off of NNE Pharmaplan A/S, Denmark. Cledorvino Belini, president of Fiat Chrys- company and one of the major pharma- The changes in the new ISO 9001:2015 ler Brazil, was present at the exhibition and ceutical engineering companys in Latin are fundamental, since they alter the prin- the press made an impactful coverage of America. Has as the first company – been ciples of quality management and intro- the exhibition. ISO 9001:2015 certified by LRQA (Lloyds duce risk-based thinking as a concept. The JOL Register Quality Assurance). The new ISO: revised standard introduces changes that 9001:2015 standard, was released Wednes- will help integrate Quality Management day September 23t. Nordika do Brasil has Systems in businesses’ strategic and opera- received certificate of approval for ISO tional processes, this includes changes in 9001:2015 valid by Friday, September 25. context of the organization, risks and op- The certification is valid for Consulting portunities assessment, leadership, com- Services and Projects for Pharmaceuticals, munication, and documentation. The qual- Biotech and Life Science Companies. ity management is no longer additional to A big combined effort of LRQA and Nor- business, but an integral part of the way in dika – has result in this ISO 9001:2015 ap- which the organization operates. proval. Earlier this year Nordika obtained Based on increased focus on quality the ISO 9001:2008 certification and the FDIS by leadership and a sustainable business ISO 9001:2015, but it has been Nordika’s in- strategy, we at Nordika expect that the tention to adapt to the new improved stan- new standard will be widely required by dard as the first. In the spring of 2015 Nor- the international pharmaceutical industry. Chamber President Jens Olesen, dika became an independent company as a Ana Vilela, Culture Manager and Nordika 92 apr/junCledorvino 2015 Belini, Fiat Chrysler Brazil President honored by Captain Kurt Andersen Ministry of Environment will navigate the training ship DanicaZipco was honored on September 16th in Brasilia by the Ministério do Meio ‘Denmark’ to the 2016 Olympic Ambiente (Ministry of the Environment) for their participation in elimination of HFC and HCFCs -141b gases in the manufactur- Games in Rio de Janeiro ing process. These gases are very harmful as Captain Kurt Andersen has been the Andersen. We will all get a chance to meet they destroy the Ozone layer. leader of the Danish Training Ship ‘Den- Captain Kurt Andersen during the Olympic mark’ for more than 15 years and has great Games in Rio from August 1st-25th, where experience in navigating the training ship people will have the opportunity to visit ‘Denmark’ all over the world. the ship. Here is a little bit of background on Kurt JOL

Professor Peter C. Kjærgaard becomes the new director of the Natural History Museum of Denmark Søstrup Slot

Professor Peter C. Kjærgaard signed a contract with the Peter & Kloster Lund Museum of Lagoa Santa becomes Culture and until 2020, and we have now secured P.W. Lund exhibitions Literature Center until this date. The Lagoa Santa artist Celso Vieira presented a special P.W. Lund sculpture which was given to Professor Peter C. Kjærgaard at the museum. JOL

Kirsten Swift, owner of Søstrupapr/jun Slot 2015 & Kloster 93 Instituto Princesa Benedikte builds a new center in Curitiba

The Princess Benedikte institute with Leone, Monica, Wilson Anderson Ballão, Jens Olesen and Wilson Ballão Junior visited the institute in June. The Insti- tute is planning a new project with a construction of the new “Princess Bene- dikte House”. The house will be ready in the second semester of 2016. JOL

I N S T I T U T O

Princesa Benedikte

Danes World Wide celebrates September 1st "Double Citizenship"

On Monday, September 1st, Danes World Wide celebrated in Politikens Hus the new law that gives Danes the right to double citizenship. Danes World Wide celebrated this important event with 300 people together with Minister of Culture Bertel Haarder. It was a unique evening since we saluted the new rights for Danes all over the world. Adam Price, Vice-president Carsten Dencker Nielsen, Anne-Marie Dalsgaard, JOL Jens Olesen and Minister of Culture Bertel Haarder 94 apr/jun 2015 M402465-GB-13.12-Rev (ENGLISH).pdf 1 27/02/2015 13:53:24

M402465-GB-13.12-Rev (ENGLISH).pdf 1 27/02/2015 13:53:24

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M402465-GB-13.12-Rev.A Apple, the Apple logo, iPhone, iPad, iPod touch and FaceTime are trademarks of Apple Inc., registered in the U.S. and other countries.

M402465-GB-13.12-Rev.A Apple, the Apple logo, iPhone, iPad, iPod touch and FaceTime are trademarks of Apple Inc., registered in the U.S. and other countries. Graziella Veiga, Caio Megale, Pandora Bacno Itaú Danish Business Council A great success

The Danish Business council meeting took come its problems even though 2016 will be place on the 29th of September with more a difficult year. But we have the Olympic than 50 Danish business executives. It was a Games which will help a lot. All the partici- great occasion to listen to Caio Megale from pants were unanimous that corruption must Banco Itau talk about the Brazilian economy stop and all were certain that we are moving as well as the commercial director from Pan- towards better times in the future. dora, Graziella Veiga, who talked about the JOL success of Pandora in Brazil and the opening of more than 50 stores - a real Danish success story. The Danish executives discussed the challenges of Brazil and it was particu- larly positive to hear about Danish success stories such as Novo Nordisk, Novozymes, LEGO and many others. Obviously, it is not easy to do business in Brazil for Danish companies, but all the participants are totally aware of the challenges and the problems and the current political situation. But it was the general opinion that Brazil will over-

Ambassador Kim Hojlund Christensen and Chamber President Jens Olesen

96 apr/jul 2015 apr/jul 2015 97 Christmas in Tivoli Gardens presents new lighting show

When Christmas in Tivoli Gardens opens The lighting set-up has been an integral ground of the Lawn Stage, and the water in on November 14, a brand new show com- part of the Tivoli Gardens experience since the Alps Waterfall at the park’s century-old bining music and Christmas lights will be 1843 where every single lamp had to be roller coaster will be replaced with a cas- on the program. The Chinese area of the lit manually. The Christmas lights of Tivoli cade of lights. park will be adorned with a light blanket Gardens have been heavily imitated by a The internationally renowned lighting de- of 16,000 points of light; the first of its kind lot of other Christmas markets. This year a signer Jesper Garde Kongshaug was re- ever on display in Denmark. Other new couple of new lighting attractions of inter- cently hired by Tivoli Gardens. He says that lighting experiences in Tivoli Gardens and national standard are being added to the ‘Christmas this year will be expanded with the Christmas light show ensure renewal in display. A light blanket of 16,000 points lighting experiences where new technology the holiday season while beloved traditions of light will be installed under the Demon is employed to bring magic into every nook are kept alive. roller coaster located in the park’s Chinese and cranny of the park. We are emphasiz- Visiting Christmas in Tivoli Gardens is a area. Here, visitors can enjoy numerous ing the unique Scandinavian atmosphere in cherished tradition for a lot of Danes, both lighting and music shows throughout the our lighting show and introducing an en- those who live in Denmark and the ones re- evening. Among other new lighting attrac- tirely new sphere of magic on top of that. siding abroad. Visitors come to experience tions is the Rotunda near the Tivoli Gardens We intend to take our visitors on a lighting the atmosphere and the beautiful decora- Concert Hall, which will be transformed journey never previously seen in Denmark tion. The Christmas lights are an attraction into a shining Christmas drum. A light - one that rivals the very best in the inter- in themselves, and this year, ambitions are blanket will create a winter sky with falling national field.’ higher than ever. snow and other winter motifs in the back- Beloved traditions

Tivoli Gardens is not only lights but also lots of lovely traditions. The Gardens are decorated with spruce and ornaments. In the cozy small villages, ´Nordic Village´ and ´Alpine Village´, you will find shops selling Christmas treats, holiday decorations, and presents. It requires the work of 115 staff members during nearly 12 days to transform Tivoli Gardens from a pumpkin-orange Halloween kingdom into a cozy Christmas universe. Quite a few things have been prepared already, e.g. the light strings in the poplar trees by the lake. It takes one person three weeks to put up the lights in one single tree. All the stalls have to be decorated for

Carousels at the 98 oct/dec 2014 Concert Hall Christmas; Christmas trees and garlands are placed along the streets and paths, no less Christmas in Tivoli Gardens than 60,000 Christmas balls and other ornaments have to be hung, and spruce is spread throughout the park so that the smell of expressed in numbers Christmas will be present throughout the Lights - Christmas in Tivoli Gardens 3.5 km of spruce garlands are Tivoli Gardens. • • Altogether, approx. half a million decorated with 130,000 points of The delicious smell of mulled wine and points of light are turned on during light. Christmas buttermilk dumplings wafts out Christmas in Tivoli Gardens. from the many small stands in the Gardens. • Nimb • It is the 22nd edition of Christmas in Approx. 124,000 dumplings were sold dur- There are 3,017 light bulbs on the Tivoli Gardens. ing the 2014 edition of Christmas in Tivoli facade of Nimb. Gardens. Some of the best Christmas dump- • The Fireworks Festival is held for the lings are served at Vaffelbageriet; their rec- • The large Christmas tree 11th time. ipe, which they have been kind enough to There are 12,000 points of light on the large Christmas tree 30,000 new Christmas balls will be share with us, can be found on youtube.com • hung, bringing the total number of at https://youtu.be/W5DpR59Cql0. • The Demon roller coaster is draped decorative balls in the Gardens to Other stalls sell Christmas decorations and in a starry sky with 5,550 lighting 60,000. presents; leather goods and knitwear are diodes along the 564-meter long popular as are of course the red Christmas track. • Preparing Christmas in Tivoli pixie hats found in a variety of styles and Gardens 2015 will require approx. often worn by the buyers immediately after • The Japanese Tower There are 2,800 10,000 man-hours. being purchased. The red hats confer an ex- colored domes on the Japanese tra dimension of coziness to Tivoli Gardens. Tower. • 115 professionals such as painters, electricians, machinists, gardeners, The restaurants in Tivoli Gardens enchant - Main Street and Winding Path and handymen work tirelessly with their fare of Danish Christmas food, Arcs light up the Main street in during almost 12 days to prepare beer and aquavit. The Tivoli Gardens divi- Tivoli Gardens, altogether there are the park for Christmas in Tivoli sion for parties, Nimb Event, is busy with 3,000 points of light throughout the Gardens. corporate events and Christmas Luncheons alleyways. from the end of November. The most popu- • There are 1,100 Christmas trees in lar items on the menu at these events are •The Tivoli Gardens Lake with its Christmas in Tivoli Gardens. herring, pork roast and duck. poplar trees • Approx. 40 km of light strings are Santa Claus has arrived from Greenland. The arcs along the banks of the lake utilized. contain 4,135 lamps/domes. - 7 tons of spruce His sleigh is parked in front of the Panto- - 3,500 fragrant hyacinths mime Theater and within his sitting room, • There are 100,000 points of light in - 10,200 heather plants on the roofs he is waiting to hear what presents chil- the poplar trees. dren from all over the world would like to

oct/dec 2014 99 receive on Christmas. On December 13, one hundred girls from Copenhagen girls’ choir walk in procession through the Gardens to celebrate the day of St. Lucia. The week between Christmas and New Year’s is dedicated to the annual firework festival. This year fireworks will be set off at 8.45 pm on December 25th-27th, at 10.45 pm on December 31st, and at 8.45 pm on January 1st-3rd. Tivoli Gardens´ firework display specialist, Gunnar B. Knudsen from Hojen Magic Aps, is the man behind the firework shows which will certainly make the days between the holidays festive in their own right. Christmas in Tivoli Gardens is held for the 22nd time this year; the park is open for visitors from November 14th – January 3rd. Last year was the first year Tivoli Gardens were open on Christmas Eve Day and after New Year; this resulted in an increase of visitors, as 1,056,0000 people visited Christmas in Tivoli Gardens in 2014 compared to 982,000 the previous year. The beloved traditions are ever-popular. Tivoli Nordic Christmas, Main Entrance

Nordic Christmas, Main Entrance 100 oct/dec 2014 Facts about Kongshaug Lighting designer Jesper Kong- shaug is an affiliate professor at Design School Kolding. He has worked extensively in both Den- Nimb restaurant, Tivoli mark and abroad within theater, opera, broadcasting and architecture. He has done work for Lighting confers an extra the Vienna Opera House, the San Francisco Opera, the Boston Lyric dimension to Tivoli Gardens Opera, and the Vienna theater The internationally renowned lighting de- already done this under the Demon roller an der Wien Theater. He created signer, Jesper Kongshaug, was hired by coaster; more people visit this area in the the lighting design ‘Northern Tivoli Gardens in the summer of 2015 to evening as a result of a warmer and more Lights’ for the John F. Kennedy further develop the park’s already out- pleasant lighting having been installed Center in Washington D.C., this standing lighting concept and take it to the there.’ work can be seen in the opening next level. Here, Kongshaug tells us a little ‘I have worked on illumination of the credits of the TV series House of about the task he has undertaken. flowerbeds and plants together with the Cards. The design earned Kong- ‘The lighting found in Tivoli Gardens has gardeners of Tivoli Gardens. Hidden light shaug the prestigious GE Edison a lot of different functions right from the sources allow us to highlight flowers and strictly practical aspect of providing illumi- plants at night and thereby enhancing the Award in New York this year. nation on pathways and signs to the purely Tivoli Gardens experience for the visitors. Jesper Kongshaug has been re- decorative. Iconic design ranges from PH’s This is certainly an area I still intend to ex- sponsible for lighting production spinning tops to Spjaet’s dragon flies in the plore to a greater extent’. at all the major theaters in Den- lake. Lighting in itself plays a vital part. ‘We started with the flowerbeds but are mark and has vast experience Warm tones and accents of colors create also looking into exploring other surfaces with architectonic lighting for new spaces in Tivoli Gardens at night; the which tend to disappear in the dark, e.g. the Royal Danish Theater’s Play- airy and often very imaginative lighting treetops, rooftops, and walls. We are house, the National Aquarium fittings blend in with plants, treetops and studying how lighting solutions and tech- ‘Den Blaa Planet’, and Kastrup rides.’ nology might add an extra dimension to the Airport. Kongshaug was the man ‘I see it as my job to maintain the best ele- whole magical Tivoli Gardens experience.’ ments in the lighting configuration in Tivoli behind the Eurovision skyLINE Gardens and weed out everything which in May of 2014. Jesper Kong- does not measure up to the current stan- shaug has received a number of dards of the park. New technology has awards: The Initiative Award (by opened up for completely innovative ways Danish theater critics) in 1999, in which to generate experiences through the Weber Lighting Award in lighting. We have to make the most of this 2001, the Danish Lighting Award opportunity in Tivoli Gardens. There are ar- in 2008, the Scandinavian Light- eas in the park where the main focus up un- ing Award in 2008, and the GE til now has been functionality of the light- Edison Award in 2015. He has ing set-up. However, functionality does not exclude the use of mood-enhancing given lectures in Shanghai, Hong lighting. We have to reach out into every Kong, New York and at Stanford corner of the park and study how we might University in San Francisco. best combine these two aspects. We have Jesper G. Kongshaug, Lighting Designer for Tivoli Gardens oct/dec 2014 101 Denmark eliminated in Eurocup 2016 Unfortunately Denmark lost its qualification match for the Euro 2016 against Swe- den in a 4-3 loss on aggregate. This means that Denmark will not be playing in the Euro 2016. As a consequence Denmark’s head coach Morten Olsen has resigned after 15 years in charge of the team.

Sailing legend Lars Grael wins the Star World Championship in Buenos Aires After holding the lead of the Star Grael/ Guilherme de Almeid (BRA), World Championship only on day one, who had held the lead for the past two Caroline Lars Grael and Samuel Gonçalves (BRA) days, scored a 27th today to drop to reclaimed the VM title to win in 2015. seventh overall. Their scores of 1-(11)-7-3- Wozniacki 7-3 gave them a nine point margin over Marcelo Fuchs/ drops to number Ronald Seifert (BRA), with Diego Negri/ Sergio Lam- th bertenghi (ITA) one point 17 in the further back in third. Torben world on the Lars Grael and Samuel Gonçalves celebrating in Buenos Aires 102 WTAjan/mar 2014 Rankings C

CMY

jan/mar 2014 103 René Holten Poulsen wins two gold medals at the Peter Sagan wins the UCI World Championship Road World Championship in Kayak Slovak Sagan won the elite men’s road race at the UCI Road World Championships in Richmond, USA. Danish Olympic silver medalist and World Champion René Holten Poulsen wins gold in 1000m and 500m kayak at the World Championship in Milan.

Denmark wins silver in rowing in the lightweight men’s four at the World Cup in Lucerne Jacob Søgaard, Jacob Barsøe , Jens Vilhelmsen and Kasper Jørgensen won the silver medal after a strong finish in front of France and New Zea- Denmark wins land, who finished third and fourth, respectively. two silver medals and The winner was Switzerland. two bronze medals at the Swimming World Championship in Kazan Jeanette Ottesen wins silver in 100m butterfly and 50m butterfly while Mie Ø. Nielsen wins bronze in 100m backstroke and Rikke Møller Pedersen wins bronze in 200m breaststroke 104 jan/mar 2014 JONATHAN CHARLESWORTH Treinando para mudar o diabetes, África do Sul Jonathan é portador do diabetes tipo 1 mudando o diabetes. mais que um objetivo,

essa é nossa missão. Mudando o Diabetes e logo do Boi Apis são marcas registradas da Novo Nordisk A/S.

Como instrutor físico, Jonathan sabe que para mudar é preciso estabelecer objetivos, ter um método para atingi-los, assim como receber todo apoio para superar os desaﬁ os que possam surgir. Nós, da Novo Nordisk, adotamos uma abordagem semelhante para conduzir mudanças nas sociedades em que atuamos. Seguindo o princípio do Triple Botton Line, consideramos o impacto econômico, social e ambiental em cada ação que realizamos para alcançar nosso objetivo de um futuro mais saudável para as pessoas.

A ﬁ losoﬁ a do Triple Botton Line direciona nossos esforços em combater as mudanças climáticas, que, de certa forma, está relacionada com a pandemia do diabetes quando relacionamos isso ao consumo excessivo e a um estilo de vida pouco saudável. Desde

2004, nossa emissão de CO2 foi reduzida pela metade, atividade realizada em parceria com a World Wildlife Foundation. E conseguimos isso, sem nunca perder nosso foco NNK-002-06/2012 principal que é promover mudanças positivas na vida de pessoas com diabetes.

Saiba mais sobre a Novo Nordisk: www.novonordisk.com.br

mudando o diabetes ® jan/mar 2014 105

AF_an_novonordisk_changing__POR_21x28.indd 1 04/06/12 18:06 Flying high with Albatros Travel If you’ve ever considered exploring the great “Nothing quite prepares you for Greenland. No photos quite capture the enormity of outdoors on a cruise to Antarctica, you might the nature. You really only understand once you’ve been there,” says Søren Frederik- want to ponder taking that idea just one – huge sen, Director of Business Development with Albatros Travel. And he should know. Hav- – step farther north and discover Greenland and ing been with the company for 15 years, he’s seen the rise in interest among Scan- Scandinavia the way the Scandinavians do, on small dinavians for Arctic cruises – an experience luxury cruise expeditions to the glacial icescapes, the company now seeks to introduce to the wider world, including South American rambling polar bears and Inuit hunting communities travellers. While the cruise industry has become a of the region – the ultimate Arctic experience. And new mass-tourism magnet worldwide with an almost exponential 5-10 percent annual why not start your northbound trek early as these growth, most cruise holidays cater to sun- seekers looking for resort entertainment ice-certified vessels prepare for their Arctic ventures on the open sea with just a few tourism highlights thrown in for spice. On many and enjoy a cruise of the Danish archipelago and its cruise routes around the world, less than age-old castles, heritage towns and living history. 25 percent of passengers actually leave the vessels during a port of call. Relaxation and

entertainment keep them on board. But Arctic cruises are a whole different experience – in a whole different world.

Greenland Kangaamiut Boats

106 jul/sep 2014 But you don’t need to be an athlete or into active holidays, such as kayaking (a sport invented in Greenland), to enjoy a Green- land cruise. The ships are also designed for comfort and leisurely learning. All cabins offer sea views and some even have private balconies. “We have a lecture hall on board where passengers can listen to talks by explor- ers and scientists. And naturally, we also fire up the barbecue on deck and enjoy the scenic views together with good food and good wine.”

The Danish archipelago

The Arctic-bound cruise ships spend the Greenland Illulisat LittleShip Iceberg winter in warmer waters – in Denmark. And in early spring, before the Greenland cruise “Our ships are certified for travel in icy And that’s just day one. Most cruise trips season starts, the ships prepare for active waters, and worldwide there are only along the west coast are bound for the service by offering cruises of the Danish ar- around 25 of such ships. We have five UNESCO World Heritage site of Ilulissat chipelago. of them. They are small – with room for Icefjord – a dramatic glacial landscape that “We have an ownership stake in our ships, between 55 and 220 passengers – and sheds 40 million tons of meltwater every which means we have better scope to de- can make their way into coastal scen- day along with icebergs up to one kilome- velop one-of-a-kind experiences and try eries that big vessels cannot reach. We tre in size. out ideas before other operators. We’ve take passengers right up close to nature “Albatros Travel is all about offering offered these unique cruise trips in Den- – and visit Inuit hunting communities. unique experiences. We actually invented mark for a number of years now, mostly in- We speed them along in small inflatable the Great Wall Marathon in China, and our tended for local Danes, and they’ve proved boats, called Zodiacs, which can reach founder, Søren Rasmussen, is a great en- quite popular. Just as with our Greenland almost anywhere. A visit to the hunting thusiast. He has taken part in the marathon cruises, we are able to bring passengers communities of Greenland is a unique ex- nearly every year. We are also an active much closer to unique and authentic expe- perience – talking with the families and player in organising the Polar Circle Mara- riences. Where we can’t make a port call learning about their communities that go thon in Greenland, which we have done due to shallow water, we simply send out back hundreds of years. We also share a since 2001. The event takes place each Oc- our speedy Zodiacs and bring our passen- local traditional meal with them,” says tober,” Søren Frederiksen says. gers into small marinas. This year, we’ve Søren Frederiksen. The cruise season in Greenland is short. In early autumn the coastal waters freeze, after which travel in Greenland can only take place by helicopter or flight. In any case, the Arctic summer is truly glorious – the sun (almost) never sets and the mild weather turns the wide-open tundra lush and green. “Most of our cruises in Greenland venture along the west coast and they start in the southern town of Kangerslussuaq. Here, passengers who mostly arrive by flight via Copenhagen are given a chance to head out on land where, with a bit of luck, they may catch a glimpse of roaming muskox and other wildlife. This is also where visitors get the chance to walk on the Green- land icecap. That’s just an experience that blows your mind – to know that below your feet there is nothing but ice, two kilome- tres deep!”

Cruiseship Ocean Diamond Room jul/sep 2014 107 SUMMER FESTIVALS ON FUNEN

22-28 August 2016 The Hans Christian Andersen Festival

The annual Andersen festival in his hometown of Odense features street theatre and events citywide. www.hcafestivals.dk Greenland Safannquit BlueHouse

changed the concept for our Danish cruises ing 600-year-old town of Kerteminde on 2-3 July 2016 slightly, though. We’re offering themed the island of Funen. One of the highlight The Danhof Market cruises where passengers get the chance to stopovers on the cruise is Valdemar Castle, experience locations – castles, manors and a former princely retreat on the island of Thundering hooves and knights in shining towns – where Hans Christian Andersen Tåsinge nestled next to the picture-post- armour. The historic town of Nyborg hosts stayed and penned his fairytales. That’s a card village of Troense and its 300-year-old medieval tournaments and markets. unique cultural experience that we believe thatched seamen’s cottages sprawling with www.danmarksrigeshjerte.dk will appeal to many people around the roses. After a tour of the Funen Archipela- world, who grew up listening to Andersen’s go and its Andersen experiences, the cruise famous bedtime tales.” heads east towards the Baltic Sea where, 15-17 July 2016 Hans Christian Andersen – although a son returning to Copenhagen, the route passes The Cherry Festival of a poor cobbler – definitely also enjoyed some of Denmark’s great natural wonders, the creature comforts of fame. A native of including the mighty tree-topped white Each year, the historic town of Kerte- the island of Funen, he would often stay cliffs of the island of Møn and the recently minde hosts a cherry harvest festival with with local aristocratic families. A tour of designated UNESCO World Heritage site of music, events and plenty of cherries. his world brings you to heritage manors set the cliffs of Stevns Klint, the only place on in the lush green landscapes of the Funen the planet where visitors can clearly see www.kirsebaerfestival.dk Archipelago – an experience accompanied the sediment from the meteor strike that by on-board lectures by Andersen scholars. killed the dinosaurs 75 million years ago. The Danish cruise starts just north of Co- When it comes to adventure, Albatros Trav- penhagen in Elsinore by Kronborg Castle el definitely appeals to the imagination, of- – the fictional home of Shakespeare’s Ham- fering experiences that inevitably fly miles let – and heads west towards the charm- high! VisitDenmark.com/br

Greenland Illulisat LittleShip Iceberg

www.albatros-travel.com 108 jul/sep 2014 Soeren Frederiksen, Albatros Travel Reduza custos e aumente a eficiência em sistemas HVAC

Maior Eficiência energética com uma solução integrada Danfoss.

www.danfoss.com.br jul/sep 2014 109 Danish Pavillion inaugurated on Ipanema Beach

Representatives from Olympic Company, Prefeitura Rio-Sul, Visit Denmark, Olympic Committee, Lego and Pulse present on Ipanema Beach, November 28th

The Board Chamber Representatives Brazilian-Review Rio de Janeiro, Jan Lomholdt, Inventure Management Dec/Mar 2016 President Paraná, Pedro Luiz Fernandes, Novozymes, Curitiba published since 1985 Jens Olesen Rio Grande do Sul, Frank Woodhead, Porto Alegre First Vice-President Pernambuco, Dra. Fernanda Martorelli, Recife Jesper Rhode Andersen (Ericsson Telecomunicações) Editor Assistant Jens Olesen Second Vice-President Marjorie Kuhne Antonio Dominguez (Maersk) Translations between Danish, English Rua General Almerio de Moura, 780 Finance Director and Portuguese 05690-080, São Paulo-SP Per Lerdrup Olsen (DI) Brasseriet, Tel.: (+55 11) 3758-2101 Lisbeth Jarl Jørgensen & Anita H. Thomsen Luciano Fax: (+55 11) 3758-5986 Executive Secretary Website: http://www.danchamb.com.br Jacob Overgaard Graphic Production and Desktop Publishing E-mail: [email protected] Directors Nobreart Comunicação Ltda. (11) 98492-0040 Francisco Davos (FLSmidth), Kjeld Roslyng Jensen (CAIC), Marcelo Print Smith de Vasconcellos (Widex), Willy Lehmann Andersen Jr. Referência Gráfica (11) 2065-0763 (Danflow), Andrzej Popkowski (Novo Nordisk), Eduardo Grecco Lemos (Chr. Hansen), Pedro Luiz Fernandes (Novozymes) Miguel dos Brazilian Review is a quarterly publication of the Santos (Danfoss), Rogerio Zampronha (Vestas), Erik Christensen Danish-Brazilian Chamber of Commerce. (Graber), Finn Egholm (ISS), Josiel Florenzano (Lundbeck), Alejandro The opinions expressed in this publication are those of Giangaspero (GN Resound), Thomas Jürgen Weidauer (Leo Pharma), the authors or persons interviewed and do not neces- Christian Maxe Petersen (LEGO), Michael Kristensen (Axis Offshore), sarily reflect the views of the editors or the Chamber. Everson Siqueira Soares (Coloplast), (Grundfos), Michael Bak Reproduction of any kind of material from this mag- 1946-2016 (Hempel), Jan Lomholdt (Inventure Management), Christian David azine is not allowed without written permission from Christensen (Nordea), Mikael Thomsen (DSV), Rachel Maia (Pandora), the Danish-Brazilian Chamber of Commerce. Mads Giltrup (Agramkow), Dimitrius Damalgo (AVK), Rogério 20 april/june 2006 Marinho (Nilfisk-Advance), Roberta Baldivia (Lego Education).

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20 april/june 2006 Copenhagen • London • Paris • Milan • New York • Tokyo • São Paulo • Rio de Janeiro

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