Profile: Michael Storgaard

Michael is a manager in A.P. Møller - Mærsk and works in the corporate communications department of the A.P. Møller - Mærsk container business.

Michael is responsible for the external websites of the container business, including maersksealand.com and maersklogistics.com. The area of responsibility include overall design, content, and editorial strategy and policy.

maersksealand.com is one of the largest B2B sites in the world and has more than 150 local websites.

Prior to joining A.P. Møller - Mærsk, Michael worked at the Danish Ministry of Business and Industry as Chief Special Advisor within e-government and communication. He has a M.Sc. in Economics & Business Administration (cand.merc.) from CBS Graduate School.

Presentation: From global to local - challenges and opportunities

Wednesday, November 9th, 11.00

Track: Strategy

Case: A.P. Møller

Managing a global website with more than 150 local/country websites poses many challenges. From finding the right people with the right skills in more than 150 countries to identifying the content management tool that suits all.

And than there is content, e.g. applying a common tone-of-voice from Australia to Austria, from Chile to Sweden is no easy task.

End of the day the challenges force us to rethink how we are doing things. We know that what was right yesterday is not necessarily the solution for today's and tomorrow's challenge, and that a challenge is an opportunity.

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