Picture of Markku HerralaMarkku Herrala

Head of online communications services, UPM

Markku is currently working as the head of online communications services at UPM, one of the world's leading producers of printing papers and other forest products. His team is responsible for managing and developing the online communications strategy, activities, and practices globally within the company. Markku has worked for UPM close to nine years now.

Previously, Markku worked in various web development positions at Metso, an international technology corporation serving many industrial sectors. Before that, he worked as a producer and a partner on a small new media agency and as a multimedia teacher at Helsinki Upper Secondary School of Visual Arts.

All in all, Markku's experience in the online and new media sector is over 15 years, with public presentations on several events during the past years - including cmf2006 in Ã…rhus.


UPM is a global forest products group with core businesses in printing papers, speciality papers, label materials and wood products. In its main product areas, UPM is a leading manufacturer in all key markets.

UPM has production in 15 countries. The company’s sales in 2007 exceeded EUR 10 billion and the group employs about 26,000 people. The group's key mills are located in Finland, Germany, France, the UK, Austria, the United States and China.

Recently UPM has created an educational website called UPM Forest Life, targeted to anyone interested in how forests are maintained and how environmental issues are taken into account in their commercial utilization. The site has won numerous awards including a Webby this year.



Wednesday, November 5th: 14.30 - 15.15

Track: Web marketing & metrics

45% goal conversion. How did we do it?

This supply side case will present you a very successful online campaign which managed to achieve and exceed its business goals and generated an extraordinary 45% goal conversion.

The presentation covers the fundamental elements of the success including:

  • Defining the KPI's
  • Setting the goals
  • Designing the site
  • Advertising the site