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.
