Entertainment & Gaming

Building a consent-driven customer engagement engine for modern media

How we supported Berlingske Media in scaling Salesforce Marketing Cloud across brands

NoA Ignite — The digital consultancy that delivers

Challenge
Berlingske Media needed to manage customer engagement across multiple brands while ensuring compliance with strict data privacy and consent requirements in a digital-first media landscape.
Solution
We acted as strategic advisors on Salesforce Marketing Cloud, designing a scalable multi-consent framework that enables compliant, personalized communication across brands, channels, and customer touchpoints.
Impact
A unified engagement model that strengthens customer trust, enables more precise targeting, and creates a scalable foundation for activation across the full media portfolio.

Berlingske Media is one of Denmark’s leading media groups, operating well-known brands including Berlingske, B.T., and Weekendavisen.

As the organisation accelerated its transition towards digital subscriptions and personalised customer experiences, customer data became increasingly important to the business. At the same time, growing expectations around privacy and transparency, combined with stricter regulatory requirements, placed greater demands on how data could be collected, managed, and activated.

For a media group operating multiple brands, balancing personalisation, customer trust, and compliance became a strategic priority. Berlingske Media needed a scalable approach to managing customer consent across brands, channels, and touchpoints while maintaining the flexibility required for effective marketing and customer engagement.

Balancing personalisation, privacy and performance across brands

Operating across several media brands introduced both technical and organisational complexity.

Customer data and communication preferences needed to be managed consistently across the organisation, while still allowing each brand to operate independently and maintain its unique relationship with subscribers and readers.

At the same time, consent requirements demanded a more sophisticated approach. Users needed clear control over how their data was used, consent needed to be managed across channels and communication types, and compliance had to be maintained across platforms and markets.

The challenge was not only regulatory. Marketing teams still needed to engage audiences with relevant and personalised communication that supports subscriptions, engagement, and retention.

Balancing compliance, customer trust, and commercial performance became a critical business challenge.

One clear way to manage consent across every brand

We acted as strategic advisors in designing and evolving the Salesforce Marketing Cloud setup across Berlingske Media’s portfolio of brands.

At the centre of the solution, Marketing Cloud was established as the primary activation platform, enabling communication across email and digital channels while providing a scalable foundation for audience engagement.

To support the organisation’s consent requirements, we designed a multi-consent framework that allows each customer to manage multiple subscriptions, communication preferences and consent choices across brands, channels, and purposes.

The framework provides full transparency and control for end users while ensuring that consent information is centrally managed and consistently applied across the organisation. Preferences can be updated dynamically, communication is only activated when valid consent exists, and customer data can be used responsibly at scale.

At the same time, the setup supports effective marketing operations through precise audience segmentation, personalised communication, and scalable campaign execution across the business.

The result is a flexible engagement model where compliance and activation work together rather than compete with one another.

Stronger trust, sharper targeting and a scalable foundation for growth

The new setup has established a strong foundation for both compliance and growth. Berlingske Media can now manage customer consent consistently across its full portfolio of brands, ensuring alignment with regulatory requirements while maintaining a high-quality customer experience.

Marketing teams can activate audiences with greater precision, improving relevance and engagement across channels. At the same time, transparent, user-controlled consent management has strengthened customer trust and increased confidence in how customer data is handled.

Most importantly, the organisation has achieved a balance between compliance and commercial performance. A foundation that enables scalable activation, responsible data usage, and stronger customer relationships across a complex media landscape.