According to Manifesto’s co-founder, Mikko Kostinen, maintaining curiosity and interest, along with tolerating uncertainty, are qualities that his twenty-five years as a communications agency entrepreneur have demanded.

“I believe in the power of creativity, as it is a human strength that artificial intelligence cannot replace. As long as we remain enthusiastic and creative, things will be fine.”

When Mikko Koistinen founded the communications and PR agency Manifesto in 2000 together with his then-colleagues Harri Kammonen and Antti Etelämäki, the media landscape was very different in many ways. Communications agencies were small, and there were only a few in Finland. The boundaries between different types of agencies were clearer, and there were fewer communication channels to master. Artificial intelligence, social media, and machine learning were still pure science fiction. One of the first purchases was a multifunction device used to fax press releases to media houses.

Changes are strongly reflected in the communications and PR industry.

“When we founded Manifesto, the world was very different. However, I believe that over the next 25 years, the world will change even more. Change is what makes this field interesting. Entrepreneurship has taught me problem-solving skills – life is a series of problems to be solved,” Mikko says.

The importance of creativity becomes even more pronounced as artificial intelligence shakes up the communications industry.

“As we age, everyone inevitably falls into routines and starts doing things their own way. Maintaining a certain childlike curiosity and creativity is crucial for success – the way a four-year-old views the world,” he adds.

From history to communications

Originally, Mikko was supposed to become a history teacher. He began his studies at the University of Helsinki, majoring in history. While working as a substitute teacher, however, he realized that he did not want to become a history teacher. After two years, Mikko switched to the Faculty of Social Sciences, where career opportunities in communications seemed broader and more interesting.

On the very first days, he met Harri, who was in the same tutor group.

The friends initially worked at the same communications agency, Grey Eminence, part of SEK Group, where Etelämäki, who left Manifesto in 2010, also worked. During this time, the idea of starting their own company quickly took shape.

Founded in 2000, Manifesto Consulting Oy initially focused on researching and consulting on internal organizational changes from a communications perspective. The company carried out, among other projects, major change initiatives for example for Finnair. Gradually, the company began to expand into media relations and other areas of communications and PR.

“Our ambitious idea was to bring a completely new type of agency to Finland. Our strategy was to focus on consulting and research for companies’ internal change projects with a strong communications perspective. We drew the idea from international role models. At that time, this type of agency did not exist in Finland.”

Children inspired by entrepreneurship

To Mikko’s children, his twenty-five years as an entrepreneur have seemed a positive life choice. Evidence of this is that two of the family’s three children are interested in following in their father’s footsteps and becoming entrepreneurs.

“I’m happy that entrepreneurship has appeared to my close circle as an encouraging path. I also know entrepreneurs whose children would never, under any circumstances, want to become entrepreneurs,” he says.

A good night’s sleep helps you dive into your work

Sports and physical activity bring balance, a calmer mind, and good sleep to Mikko’s life. His wife, Jasmin, also once worked in communications agency but has long been a yoga instructor – an entrepreneur herself.

The whole family has been actively practicing yoga and once spent about ten summers at a yoga camp in Houtskär, an island in western Finland. Nowadays, activities that bring peace of mind include swimming, skiing, mushroom picking, and cross training.

“Good sleep and taking care of your health are key. The communications field is constantly changing, and you always have to learn new things. You have to take care of yourself in order to have the energy to fully engage with new challenges.”

Writer: Jonna Vuokola