Made in Bed Creative Marketing
EN | FI

We are anopinionatedcreativemarketing agency.

Our ideas are born from people and built to move people. Our work creates competitive advantage through story, differentiation and desire.

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We believe

People first

Ideas come from people and land with people. People lead, people are accountable. Technology serves us.

Stand out and mean something

Standing out is the starting point, not the goal. Attention must be earned but that is not enough. Your story must mean something. Only then will people want to be part of it.

Winning is planned

There are no shortcuts in marketing. Commitment takes time. A solid plan is half the win. The rest comes from work that does not quit.

Better together

Passion and expertise is a winning culture. Trust outlasts any contract. Together we are more than the sum of our parts.

It would be too easy to make you just known. Our passion is to make you preferred. It's more fun made in bed.

Services

Creative

Advertising Design

Creative concepting and campaigns that build memorability and drive action.

Advertising Adaptation

Localisation for the Finnish market: copy, visuals and formats that respect Finnish culture.

Experience

360° Event Marketing

The event as part of a marketing whole — before, during and after.

Event Planning

Ideation, concepting and planning of events.

Sponsorship

Sponsorship

Designing partnership models, selecting the right partnerships and building activations.

Responsibility Partnerships

Designing partnership models with responsibility themes and social causes.

Strategy

Brand Strategy

Defining your brand position, story, promise and long-term direction.

Brand Clarification

A faster process to define your brand core: who you are, what you promise and how you communicate.

Consulting

Fractional Brand Director

Your senior marketing and brand expertise. In-house, without the full-time hire.

Brand Management & Development

Ongoing brand guidance or occasional sparring and development.

Media Selection & Distribution

The right media and environments for your brand, chosen with purpose.

Two ways of working

You don't have a team or an agency yet

We take the lead on the whole, from strategy to creative work.

You already have a team or an agency

We come in where local understanding decides.

Together with

We're not diamonds at everything either. That's why Made in Bed brings together the right people and the right expertise for every project. Finland's leading specialists join in exactly as the work demands. We lead the whole, keep the direction and make sure everything supports the same brand and its goals.

The best result does not come from within one agency\'s walls. It comes from the right people in the right roles. But without clear vision and leadership, even good work falls apart easily.

PR

Building stories, finding media angles and delivering earned visibility in collaboration with PR professionals.

Influencer Collaboration

Selecting the right influencers, concepting the collaboration and guiding content as part of the brand whole.

Event Production

Event production from Made in Bed idea to execution: production, technology, structures, logistics and on-site management.

SEO

Developing search visibility: content, structure and findability.

Insights & Angles

September

One campaign is not enough.

One campaign is not enough. Not even if it's f**king brilliant. Finland's gambling market opens on 1 July 2027. Today is 15 September 2026.

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August

Love me, love.

I'd almost put money on this one: nobody falls in love on command. People don't believe you when you tell them to believe.

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May

Brand Development. Is. Not. The. Ad. Agency's. Responsibility.

The previous post talked about when s*it hits the fan. This one is about brand responsibility — and who holds it when that happens.

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Library

Are You Ready to Compete?

101 questions to wake you up.

Order matters. Each layer builds on the one before.

Business Strategy

What is the realistic market share target three years from now? What actions justify that number? Which player category is the primary focus and why are they the most profitable segment? What is the customer lifetime value? How does it differ from competitors? How long can a loss-making growth phase last? Has it been planned for? What is the tolerance for failure from investors or the parent company? Is Finland a strategic priority or just one market among many? How are pricing and UX positioned relative to competitors? How is the brand positioned relative to competitors? What is the partnership and distribution strategy? How is the organisation built to meet the demands of the local market? What happens if regulation tightens further after launch?

Competitive Strategy

Who is the real primary competitor? Is competition coming from another industry entirely? What is Veikkaus doing now that it will stop or weaken as the market opens? Where is the position that no one will own because everyone is thinking the same way? How do you respond when a larger competitor copies what you are doing? What takes long enough to build that competitors cannot copy it in time? How do you compete for a player who is already loyal to another brand? How are competitor moves tracked systematically? How are they responded to? Do we want to be incomparable? Is the product and technology a competitive advantage or a hygiene factor? What happens when a competitor launches a feature you do not have?

Brand Strategy

What does the brand stand for when it is not talking about its product? What is the one thing the brand owns that no competitor can claim? What is the biggest reason a customer chooses this brand over a competitor? What are the three brand attributes that are never compromised? How does the brand differ from competitors rationally? How does it differ emotionally? What is the customer's real motivation? What do they actually feel behind the purchase decision? Why would a customer believe the brand promise and what is the proof? What does the brand feel like rather than what does it look like? What is the cultural truth the brand connects to? How does the brand behave in a crisis? Who owns the brand and makes the final decisions when brand and business pressure conflict? Does the brand strategy survive a key person leaving? What is the brand's tone of voice and how does it differ from competitors? What are the brand's core messages that hold regardless of channel? What is the line the brand never crosses?

Marketing Strategy

What is the real split between brand building and tactical marketing? What calculation justifies it? What is the total budget relative to the market share target? Is it realistic? How is the launch budget divided between the first six months and the following two years? How do you know brand building is working before it shows up in market share? Which channels reach the right audience when they are not thinking about gambling? How do you respond when the board demands short-term results and brand building requires a long game? What is the seasonal strategy and how does it differ from competitors? How is marketing effectiveness measured beyond conversion? How does the budget adapt if results do not meet expectations? Is media selection based on audience behaviour or on industry habit?

Communication Strategy

Who are the real target groups in order of priority and why in that order? Are target groups segmented by behaviour and motivation or just by demographics? What do different target groups actually want to hear and what does not interest them? Does each target group have its own core messages or is everyone told the same thing? What is the one feeling to be created in each target group? Which channels reach the target group when they are not thinking about your product? How does the message scale across channels without losing its core idea? What is never said and where is the line? How do the messages aimed at different target groups support each other without contradiction? Is launch communication separate from ongoing brand communication?

PR & Communications Strategy

Who are the stakeholders whose trust is essential before launch? What is the story a journalist wants to write rather than the story you want to tell? How are media relationships built in a market where journalists are sceptical about gambling operators? How is earned media activated at launch when nothing has happened yet? What reputation is being built and what image do you want to own three years from now? What reputation elements are avoided at all costs and why are they the most dangerous in this market? What is the plan for the day a player tells a negative story publicly? Who owns the crisis response in the first hour? Has it been rehearsed? How is responsibility reflected in communication so it does not sound like mandatory small print? What is the act of responsibility that media will want to write about? How do you recognise a competitor's mistake or market shift as an opportunity? Does the organisation know what is being said publicly, before it is said?

Responsibility Strategy

How is responsibility built into the product before it is built into advertising? What is the act of responsibility that changes industry practice rather than just meeting minimum requirements? Is responsibility a genuine value or a reaction to regulation? Does it show in decision making? What is done voluntarily and well even when the law does not require it? How is responsibility built into a continuous story rather than a one-off campaign? How are individual acts turned into stories that spread without paid media? How are other operators challenged to join and make responsibility a shared industry agenda? How does responsibility show up in daily work so that employees can be genuinely proud of it? What is the responsibility promise that is concrete enough to measure and specific enough to break? How do you respond if a competitor publicly accuses you of irresponsibility? How does responsibility become a competitive advantage rather than a line of mandatory text in small print?

Sponsorship Strategy

Does the sponsorship target genuinely fit the brand values or is it just a visibility purchase? Is the sponsorship target something the audience actually follows and loves? Can the partnership create story and action or will it remain a static logo arrangement? What does the brand bring to the partner beyond money and what does that concretely mean? Does the partnership create genuine added value for both parties or does only one benefit? Is the relationship natural so that both parties can speak about it with pride? What risks does the partner's behaviour or reputation bring to the brand? Does the collaboration interest people beyond the sponsor? How is the sponsorship activated before during and after the event? What is the sponsorship budget relative to the visibility achieved? Is it justified? How is the impact of sponsorship on brand perception measured beyond visibility alone? Do both parties genuinely want to do this together?

Brand Audit

Take the Brand Audit and find out where your brand stands. 20 questions. Clear results. Concrete recommendations.

Take the Brand Audit →

It's a good question.

What does Made in Bed do?

Made in Bed is a creative marketing agency that builds distinctive marketing for consumer brands and international gambling companies. Ideas are born from people and move people. The goal is that your brand gets chosen and stays chosen.

Who is Made in Bed for?

Made in Bed serves consumer brands and international gambling operators that want to grow their market share, build a strong brand and stand out from their competitors in a meaningful way.

Why should iGaming operators prepare for the opening of the Finnish market?

The Finnish gambling market opens on 1 July 2027, and it only opens once. When many operators enter at the same moment, with the same money and the same global playbook, the winner is not the one who is seen the most, but the one who feels right to a Finnish audience. Strict regulation is not an obstacle; it is an opportunity to build better marketing that respects its audience from day one.

TEAM MADE IN BED

We've done this before

Decades of experience in consumer marketing under extreme competition, for domestic and international top brands. Plus experience in regulated gambling marketing.

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By the way. What happens in bed, stays in bed. Some things are meant to stay between us. Some call it NDA. We call it trust.

Tell us what it is about. We will get back to you quickly.

Pete Esterinen Creative Director
+358 40 9676739
Pete Esterinen
Get in touch