Berglund's appointment is linked to the reshuffle that was initiated by XM earlier this year following the departure of executive creative director and Cannes Lions 2010 jury member David Brown.
Berglund joins XM from his position as global interactive ECD at Cheil Worldwide in Seoul.
An award-winning creative, Berglund is an expert in areas relating to mobile technologies. He provided innovative creative solutions for Cheil's global clients, the biggest of which is the electronics giant Samsung.
Berglund moved to Seoul from BBDO's Interone Worldwide in Germany, where he was the executive creative director. Prior to this, he was with JWT in Holland and has worked on major brands including Unilever, Sony, Adidas and British Airways.
His PACE microsite for BMW picked up silver and bronze awards at the Cannes Cyber Lions.
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