IDÉ House of Brands attracts new management resources

Kjetil Amundsen, part owner and CEO of 07 Media will join as Deputy CEO at IDÉ House of Brands from April 1st. Together with the owner, Lasse Lauritzen, he will lead IDÉ group into a new and important phase in the IDÉ history.


Published 18.02.2022 

It has been 35 years since Lasse Lauritzen and Morten Pedersen establish IDÉ House of Brands, which today has become the Nordic region's largest supplier of product media. He has been CEO and chief executive of what is today an organization consisting of 135 employees in 16 different offices in Norway, Sweden, Denmark, Finland and Iceland, with a turnover in 2021 of 570 million.

"After 35 years, the time has come to start the process of releasing new forces, and therefore I have now decided to reduce my operational responsibility in IDÉ," says Lasse. «It is therefore with great pleasure that I can announce that Kjetil Amundsen will join me as Deputy CEO from april 1st.".

Kjetil has 15 years of experience in strategy, management and business development in global and national organizations. He is a graduate marketer from NMH and specializes in strategy and management from the University of Texas at the Austin McCombs School of Business. In 2001, Kjetil began his career in Accenture and over the next 15 years with increasing responsibilities in sales, marketing and management in Midelfart, Novartis, Ringnes, Johnson & Johnson and Print House. Since January 2018, Kjetil has been CEO in 07 Media.

«In the future, I will work closely with Kjetil to facilitate the best possible handover and introduction to our company and our industry. We have fantastic momentum and exciting growth plans with many interesting projects for Kjetil and all our fantastic employees ", says Lasse.

"I am enormously impressed by the work Lasse and his family have put into creating what I would characterize as a real success story. It is with great humility that I will now, to the best of my ability, fill shoes that I consider to be very large. I look forward to becoming part of the IDÉ family from April 1st and help develope IDÉ House of Brands in the years to come ", says Kjetil.

Going forward, Lasse Lauritzen will be working chairman and actively contribute to further development of IDÉ House of Brands.


IDÉ House of Brands is the Nordic region's leading supplier of Product Media to the corporate market. IDÉ House of Brands has 35 years of experience with concept development, design, production and logistics of Product Media and delivers total concepts within uniform / workwear, gifts / internal strategies / HSE, campaign and profiling products, mass concepts, large format, office supplies and printed matter.

For more information, contact:
Lasse Lauritzen, tlf. + 47 90 03 55 33, e-mail:
Kjetil Amundsen, tlf. +47 95 80 45 48, e-mail:


Green IDÉ logo
A man smiling 

Kjetil Amundsen, incoming Deputy CEO in IDÉ House of Brands