Better Collective brings in Ekstra Bladet editor to lead media and branding

By Robert Fletcher

Affiliate marketing giant Better Collective appointed Pernille Holbøll as senior director for group branding and media.

Holbøll will begin the role from 1 March 2022, after finishing maternity leave, and joins from Danish tabloid newspaper Ekstra Bladet, where she served as editor in chief.

She previously spent time as head of digital and head of news at the publication, having previously worked as head of news and digital for Metroxpress, another newspaper, and as managing editor for TV channel TV 2 Danmark's digital portal.

Details on her responsibilities, beyond leading global media and branding efforts, have not been outlined to date, though Holbøll said she would use her experience in management, digitisation and media to build on Better Collective's goal of “making igaming entertaining transparent and fair”.

“The story of Better Collective is impressive; it is a very ambitious Danish listed company with a global presence and a bright future ahead of it,” Holbøll said. “At the same time, it has a progressive strategy, which I strongly believe in, so of course I’m really looking forward to being part of the team.”

She added that by moving from media to gaming, she would have an opportunity to test her skills in a new sector.

The new appointment comes after Better Collective last week announced a net loss of €3.5m (£3.0m/$3.9m) in the third quarter of 2021, as a 148.1% rise in revenue was offset by an increase in costs.

Revenue for the three months to 30 September amounted to €45.4m, up from €18.3m in the third quarter of last year, but higher expenses led to a net loss.

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