An agent, not an agency.

UKnight is a communications agent (not an agency) supporting change within the advertising and communications industry, with an emphasis on DEIB - diversity, equity, inclusion and belonging. We can help you with:

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• Online training within DEIB - Diversity, Equity, Inclusion & Belonging - please scroll further down

• Strategic and conceptual work

• Translations and copy adaptions - Swedish - English - Swedish with 40 years of experience

• Advice in selecting the right ad agency or strategic/creative team for you and your brand

• Mentorship – for both senior and junior individuals. Currently through Routes In,

in collaboration with Soho House, Stockholm.

• Lectures and teaching - schools, universities and businesses, TedX Speaker

CLIENTS include WorkStudio, Nord DDB, UN Women Sweden, We Effect, Fredrika Bremer Förbundet,

IKEA Sweden, The Swedish Institute, House of Sweden/Washington DC, The History Museum, Stockholm,

WaterAid, Advertising & Society Quarterly, Berghs School of Communications and many more.

Awards include Cannes Lions, EuroBest, ECHO Awards, Guldägget, Special award for Outstanding Contribution to Marketing/

Women in Marketing, UK, Gold Winner of Muse Awards, Superkommunikatör by Resumé four times.

Board member Fredrika Bremer-förbundet/Stockholm (vice president), Bild- och Ordakademin (vice president) and

Årstasällskapet för Fredrika Bremer Studier (vice president).

Lecturing at schools, universities, agencies and companies is part of what I do to support change within the communications industry. Norrköping University, spring 2014.

The Royalty award 2013 (The Swedish Film & TV Producers’ Association) for promoting better gender balance and empowering female commercial directors in Sweden.

Svenska Dagbladet Näringsliv wrote about the necessary change in the industry and Mad Women. svd.se/branschen-ar-full-av-man-i-toppluva — Svenska Dagbladet Näringsliv wrote about the necessary change in the industry and Mad Women. **svd.se/branschen-ar-full-av-man-i-toppluva**

Welcome to Mad Women Academy!

Want to learn all about DEIB - diversity, equity, inclusion and belonging - and how to impliment this in your organization as well as for your content?

Then you’re in the right place. Regardless of whether you are an art director or a CEO at an ad agency, a producer at a production company or a freelancing film director, you and your business will profit from actively working with an embracing and inclusive, diverse and gender equal culture. Now go explore here on the web site and get to know what we are doing.

And give us a shout if you have questions, suggestions or if you are missing something we should have thought of. Reach us at christina@uknight.se

A warm welcome!

Our On-line training - DEIB

A training for diversity, equity, inclusion and belonging.

This is an accessible, down-to-earth, hands-on training to set your organisation, your leadership and your teams on the right track to equity with a more inclusive, diverse and gender equal workplace where people truly belong and thrive. Thereby, you will also be able to produce work which is more representative, relevant - and profitable!

This online-training is relevant whether you are a business owner, a leader, in charge of HR or whether you are a creative, an account manager or leader, planner - whatever. Equity in the workplace affects everyone and everyone benefits from belonging to and working within a gender equal, inclusive and diverse environment. So - get started!

Send an email to christina@uknight.se stating your name, company or school, billing address, preferred email & phone number.

If you are applying as a student you need to submit proof of your enrolment.

You will receive an invoice for your training and then one session per week (8 weeks in total). At any point you can tell us if you want more or less frequency in the training.

You get all of this:

• 8 sessions with all the vocabulary, insights and inspiration to get you on board

• Hands-on to-do-lists & checklists

• Best practice and examples of do's and don'ts

• Experts within the industry share their best advice with you

Best tips on books, articles and clips to watch.

Putting an End to Bullying & Harassment at work

This lecture with an accompanying guide and a policy template will get you onboard to ensure a workplace and a culture with zero tolerance for bullying and harassment.

Step by step the training takes you through an understanding of why these problems occur (risk factors) and, above all, how to manage and prevent them from happening.

A workplace free from bullying and harassment brings a multitude of benefits; improved health, well-being and loyalty among employees, better client relations and a positive reputation as well as an improved ability to recruit and retain the best talent.

Order our lecture Putting an end to Bullying & Harassment in the ad industry by sending us an email to christina@uknight.se, stating your name, company or school, billing address, preferred email & phone number.

What you'll get:

• Well-being and loyalty among employees

• Better client relations

• Better reputation and ability to attract and retain talent

““HR had a huge dossier of complaints about him, but they told me they could do nothing because he was too senior and had won awards.”
— Anon.

“There is too often importance placed on the results that someone can bring without saying how they do it. If they consistently bring good results, then people turn a blind eye to how they behave and the bad stuff.”
— Sue Higgs, Creative Director”

Meet all our Partners

We collaborate with the recruitment agency WorkStudio to ensure diverse and inclusive recruitment to the communications industry.
Together we run the training and network ‘Diversify or Die’ (read more about this below).

We are so happy to collaborate with ASCI - The Advertising Standards Council of India. ASCI was established in 1985 and is a voluntary self-regulatory organisation comprising members from marketing, creative, media, and allied companies in India. Since its inception, ASCI has been committed to protecting Indian consumers’ interests through self-regulation in advertising.

Komm! is the Swedish Association of Communication Agencies and central to the ad industry in Sweden, as well as proud owners of the award show Guldägget.

Christina Knight has collaborated with Berghs School of Communication since 1991, and is a frequent lecturer on topics of equity, diversity and inclusion at the school.

We have published two books with our great Swedish publisher OLIKA Förlag, who promote diversity, equity and inclusion in everything they do.

We have collaborated with the wonderful 3 percent movement since 2012. You will find an interview with Kat Gordson, the founder, in the book ‘Mad Women - A Herstory of Advertising’, published by OLIKA Förlag.

Our Network: Diversify or Die!

If you are a resident in Sweden you can join our network ‘Diversify or Die’ which we run together with our partner WorkStudio in Stockholm. WorkStudio recruit talent to the communications industry and have made DEIB the guiding principle in their work, to help companies and organisations recruit in a successful and sustainable way, helping to make the industry less homogenous.

The network offers an IRL training with approx. 25 participants per group who meet up in central Stockholm four times (4 x half days) to go through what it takes to implement diversity, equity, inclusion and belonging in your workplace as well as equip you as a leader with the tools to run a truly diverse and inclusive company or organisation long-term.

So far we have trained almost 200 marketing managers, HR and people within the communications industry, Apart from the training as such, the netwok also offers an excellent opportunity for you to meet with industy peers, and learn and share experiences and best practice.

The next group starts in Spring 2026. If you are interested in joining or would like more information, please email christina@uknight.se

How it all started

Mad Women Academy was founded by Christina Knight, an Executive Creative Director in Stockholm, Sweden, following on the success of her first book, Mad Women - A Herstory of Advertising, first published in 2013. The book came out of Christina’s frustration with the industry’s slow progress to become more inclusive, diverse and gender equal. In 2018, her second book Not Buying It - A Guide to a New Era of Advertising, which is a more hands-on guide on how to create change, was published. And in 2021, the second edition an an audio version of Mad Women was released, including several new interviews with inspiring women in advertising.

Christina has been active within the advertising industry since 1986, first as a copywriter, then as a Creative director and for many people within the industry she is the spokesperson for gender equality, diversity and inclusion in advertising. She has lectured from Mexico City to Milan, from Bogotá to Beijing, as well as mentored many young, aspiring ad women and men around the world.

The online courses offered within the Mad Women Academy are the results of decades of teaching creative work and leadership, I&D and gender equality.

We are the Mad Women Academy: