Oslo: Still the underdog of Scandinavian capitals?
Øyvind Såtvedt
Assistant Director General, City of Oslo – Department for Culture and Business Development
Øyvind Såtvedt is a seasoned strategist and place branding expert with deep roots in political science, regional development, and international positioning. With a rich background as Chief of Staff to the Governing Mayor of Oslo, researcher at NIFU, and senior adviser in consultancy, Øyvind brings both political insight and practical know-how to his current role in shaping Oslo’s cultural and economic future.
Previously, Øyvind served as Managing Director of the Oslo Region Alliance, representing 65 municipalities—including the City of Oslo. There, he led the development of the Oslo Region Brand Management Strategy, aimed at enhancing the region’s visibility and competitiveness on the global stage. His specialties include regional cooperation, place brand management, governance strategy, innovation policy, and public-private collaboration.
In his talk, “Oslo: Still the Underdog of Scandinavian Capitals?”, Øyvind will explore how Oslo is working to redefine its identity, break old perceptions, and position itself as a forward-looking capital rooted in sustainability, creativity, and inclusion. Through strategic collaboration and bold vision, he shows how place branding becomes a powerful tool for attracting talent, investment, and attention in a competitive international landscape.
QUESTIONS & ANSWERS - Øyvind Såtvedt about PLACExNordic
What are you looking most forward to at PLACEx?
"I am looking forward to meeting other professionals, to connect and learn from them about how current trends are affecting them and how they are working to strengthen the position of their city, region, or nation."
What is the key topic of your talk?
"I will talk about the journey that Oslo has been on these past 25 years, from an industrial and inward-looking city, to a fast growing and international knowledge-based city. I will speak about physical transformation, new policies as well as marketing and branding."
What are you most eager to discuss with the audience related to your talk?
"I am very eager to talk about how the current geopolitical situation, and which changes in short term and longer-term outlook these shifts represent for our cities and places."
From your job/organisation's point of view, what do you see as the most interesting industry developments or trends here 2025 when we talk about place attractiveness?
"The most interesting right now, is how the geopolitical situation has dramatically changed the assumptions for market access as well as talent and investment attraction."
For the remainder of 2025, what do you see as the biggest challenge(s) for your place to be attractive to your main target audience?
"The biggest challenge now is the need to make use of the current possibilities when it comes to attracting talent, boosting industries with high growth potential in Oslo and the Oslo Region."