DIARY: Why Jerry Bergstrom can afford to play Santa

A fortnight after Jerry Bergstrom was crowned Sweden’s PR Guru of the Year (PR Week, 8 November), PR Week has gained an exclusive entree into his regal lifestyle.

A fortnight after Jerry Bergstrom was crowned Sweden’s PR Guru of the

Year (PR Week, 8 November), PR Week has gained an exclusive entree into

his regal lifestyle.



A friend of King Carl Gustav XVI, Bergstrom reigns over the Swedish PR

industry from an 18th century castle, complete with 16 rooms, an indoor

swimming pool and, of course, a sauna.



Although he has had to cut out horse riding from his list of pursuits

because of a burgeoning waistline, Bergstrom still enjoys sailing -

despite the recent theft of his luxury yacht from Stockholm’s harbour.



But Bergstrom, who founded the agency which bears his name in 1990, is

not just a PR legend with a taste for high society and the high life.



Every year he brings pleasure to his grandchildren and lucky consultancy

staff alike with a very convincing impersonation of Santa Claus. Well,

he does save money on the false white beard.



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