Five years have passed since we last sat down with William Värnild to talk about the launch of PR TO GO, a then newly started digital PR agency built around a more modern way of working.
Since then, the industry has shifted rapidly, social media has transformed the way brands communicate, and PR TO GO has continued to evolve alongside it. We caught up with William again to reflect on the journey so far, the lessons learned, and what continues to drive him forward.
Looking back at the launch of PR TO GO in 2021, what would you say has changed the most since then?
What has changed the most is our maturity as a company and the way we work in a much more structured way today. We have gone from building everything from the ground up to now having clearer processes, stronger teams, and greater confidence in how we deliver value to our clients. At the same time, the pace and demands of the industry have increased, which has made us sharper and more adaptable.
What would you say has been your proudest moment with PR TO GO so far?
It’s difficult to choose one specific moment, but I would say I’m most proud of the long-term client relationships we’ve built, where we can truly see that our work makes a difference over time. That is proof that what we are building is sustainable in the long run.
Social media and digital communication have changed dramatically in recent years. How has that affected the way you work with clients today?
It has made us work in a much faster and more data-driven way today. We constantly need to stay updated, test new formats, and understand changes in algorithms and behaviors. At the same time, it has also made creativity even more important because standing out in the noise requires more than ever before.
Five years ago, we asked you the following question: ‘What is your five-year goal for PR TO GO?’
Your answer was: ‘The goal is to continue growing and to bring in additional talent and expertise so that our clients and we can continue to evolve and improve. A dream scenario would also be to eventually open offices in Norway and Denmark.’
How has your five-year plan evolved since then?
The core vision is still the same: to grow, develop the team, and create long-term value for our clients. However, we have become more selective and strategic in how we grow. Our focus is not only on expansion, but also on quality, culture, and sustainability in what we are building. The ambition of an international presence is still there, but today we are more focused on doing the right things at the right pace.
What has entrepreneurship taught you about yourself over the past five years?
I thrive the most when a lot is going on and when I get to solve problems together with my colleagues. I have also learned the importance of patience, that things take time, and that the best results often come from persistence rather than quick decisions.
Has your definition of success changed since we last spoke?
Yes, absolutely. In the past, success was much more about growth and results. Today, it is equally about balance, the quality of what we deliver, and building something that truly feels sustainable in the long term, both for us and for our clients.
As we already know, you have worked within the beauty industry for many years. What is it that still inspires and engages you the most about the industry?
What inspires me the most is the combination of creativity, constant development, and new trends. It is an industry that never stands still, where trends, expressions, and people are constantly evolving. That means there is always something new to create and improve for me as a makeup artist.
What is your biggest source of inspiration outside of work?
The people around me. I am very inspired by conversations, different perspectives, and people who dare to think differently. Traveling, where I can completely disconnect from work, also often gives me new ideas once I come back.
And finally, what would you say is the key to a great everyday look? What do you feel most comfortable and confident wearing in everyday life?
To me, the key to a great everyday look is simplicity and clean, timeless pieces. It’s not about doing too much, but rather about choosing clothing and details that feel natural and well considered. An everyday style should feel comfortable, while still feeling like William.
