The idea — The idea materialised into a project proposal and Wonderful Copenhagen, Martin Roll and representatives from Forbes in New York attended a meeting in Copenhagen where the idea and project were debated and streamlined.

Wonderful Copenhagen needed a consortium of sponsors and partners to bring the conference to Copenhagen, so after numerous meetings and briefings, Jørgen Mads Clausen of Danfoss, among others, took the lead on the sponsor side, which eventually led to the successful final decision to hold the Forbes CEO Forum in Copenhagen.

Martin Roll participated in one of the panels at the Forbes CEO Forum on the rise of Asian brands and the perspectives and challenges for Western businesses.