Bink – With Passion to the Last Detail

Bonnier's common technology and web sales company Bink has just moved into new quarters in downtown Stockholm. Bink administers a range of Swedish websites including web sales for companies within Bonnier. The light and open office, decorated in a palette of purple, pink and green, is filled with sales staff, analysts, technicians and campaign support staff.

We talked with Matilda Bouchet, who explains more about the year-old company. Bouchet is a market analyst who works with methods of analysis for better measuring the websites that are run by Bink, along with other tasks such as project manager for the company's own bink.se website. Boundary-breaking thinking is what Bink is all about, she says.

"We have very different products under one roof, but they're connected by our motto: passion to the last detail," says Bouchet. "We study what we can do to pull together the best on the net. The idea is to dig deep to create the best solutions."

More companies and functions are migrating to Bink. Today the sales organizations for di.se, DN.se, Expressen.se as well as Bonnier Tidskrifter's web sales are at Bink. During the previous year, 17 sites were migrated: the huge DN.se and di.se, as well as 15 smaller sites from Bonnier Tidskrifter. During spring 2011 an additional 15 sites will migrate and in fall 2011, 10 more.

Martin Ahrend, CEO for Bink, is happy with the results so far.

"It was good to move the big sites first, to see how it worked and bring the knowledge here," Ahrend says. "That way the future migrations should go more smoothly in the future. The goal was to have half of the traffic moved during the first year and we succeeded."

Both Ahrend and Bouchet say that passion is important for the job.

"We bring together people who are excited about what they do," says Ahrend. "By pulling together similar competences, we can develop our knowledge while at the same time giving people more attention for what they do."

Collecting and analyzing data in new ways is Bink's aim.

"There is a lot of data, but everyone sits on their own little piece of the pie," says Ahrend. "We want to work with 'buzz reports' instead of just statistics, find out who actually is reading, not just how many."

Some 100 people work at the office in Stockholm now, and in Åsensbruk in southwestern Sweden, 30 employees work with support and operations. Bink's passion has spread over Sweden.