Berglund joined XM Asia-Pacific, the digital arm under JWT, as regional creative director in July 2010. At the time, his appointment was linked to a management reshuffle following the departure of ECD David Brown.
According to a statement from Gerard Lim, general manager at XM-Singapore, Berglund decided to move back to Europe to pursue other opportunities. Earlier in his career, he worked at BBDO's Interone Worldwide in Germany and JWT in Holland.
Prior to XM, Berglund was global interactive ECD at Cheil Worldwide based in Seoul. He relocated from Korea to Singapore where the XM role is based.
During his time at XM, Berglund worked on projects for HSBC and Unilever.