Forsman & Bodenfors is Sweden's most highly regarded creative agency and the best-known by far within the wider international community. Headquartered in the country's second city of Gothenburg, it also has an office in Stockholm and manages a small collection of more specialised satellite units. A first international office opened in Singapore in 2018. Digital is one of F&B's particular strengths, and the entire group's consistently strong output has made it a regular winner at international awards ceremonies, and one of the top ten worldwide for the past few years. In 2014, its work for Volvo made it the world's #1 agency overall by number of advertising awards according to the The Gunn Report. It added a new Cannes Lions Grand Prix to its collection in 2016 (for PR for client Coop). The business was established in 1986 by Staffan Forsman and Sven-Olof Bodenfors, and owned by them as well as a small group of senior managers. Shortly after winning its 2016 Grand Prix, the agency agreed to be acquired to MDC Partners. Though it retained its own identity it was aligned internationally with MDC's Crispin Porter & Bogusky network. (The founding partners departed the business along with a few other employee shareholders). In 2017, F&B chief Erik Sollenberg was appointed as the new global CEO of CP&B. He was succeeded at F&B by Silla Levin. In a surprise development in 2018, F&B was re-aligned with CP&B's sister network KBS, which then adopted the Forsman & Bodenfors name. See also Forsman & Bodenfors New York. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
Capsule checked 11th October 2018
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Adbrands Daily Update 20th Jun 2019: Volvo and agency Forsman & Bodenfors collected the Grand Prix at Cannes Lions in the Creative Strategy category with their innovative and philanthropic 'EVA Initiative' project. Because of Volvo's long-standing commitment to the highest standards of vehicle safety, it has more data about actual road traffic collisions since the 1970s than any other auto manufacturer. One crucial finding in its research was that in general women are more at risk in collisions, because the data from industry-standard crash test simulations mostly involves male dummies. As a result, Volvo made its huge library of real world research available to everyone via its website under the banner of EVA - or "Equal Vehicles for All", as well as simulations for specific female passenger types.
Adbrands Social Media 25th Oct 2018: Volvo and agency Forsman & Bodenfors try to summon up a little of that old magic with this entertaining ad for - of all things - heavy diggers. Their truck ad a few years back featuring Jean-Claude van Damme's "epic split" caused a global sensation, but it's fair to say that Dolph Lundren is no van Damme, lacking the Muscles from Brussels' sense of sense-parody or indeed any discernible acting skills. And earth excavators don't really have the sexiness of a big ol' truck. So, nice try but no cigar. Even so, it's not every day you get a spot for construction equipment so let's enjoy the moment, even with a few reservations.
Adbrands Weekly Update 11th Oct 2018: Ads Of The Week: "Smile". Here's a cute historical gag for Swedish insurer AMF from local hot shop Forsman & Bodenfors, which has itself recently been granted a global footprint with its takeover of New York's KBS. Perhaps the funniest aspect of the ad is the sheer absurdity of the suggestion that the real cause of the Mona Lisa's half-smile is a workplace pension. Nice production values too.
Adbrands Weekly Update 20th Sep 2018: MDC is to merge its US-based agency KBS with Swedish creative hothouse Forsman & Bodenfors, acquired by the group in 2016. In an unexpected move, the combined unit will adopt the Forsman & Bodenfors name and the KBS brand will scrapped. Current KBS CEO Guy Hayward will continue to lead the merged network, with F&B's Anna Qvennerstedt as chairman. Following its acquisition by MDC, F&B was originally aligned with Crispin Porter & Bogusky, and the Swedish shop's CEO Erik Sollenberg eventually transferred to the US to lead the global CP&B network.
Adbrands Weekly Update 31st May 2018: Widely admired Swedish creative boutique Forsman & Bodenfors is to open its first international office, in Singapore, later this summer. Owned since 2017 by MDC Partners, F&B now operates under the umbrella of Crispin Porter & Bogusky, which is itself now led by former F&B chief Erik Sollenberg. CP&B already has offices of its own in Hong Kong and Shanghai. F&B already manages regional advertising in the Asia Pacific region for P&G's premium skincare brand SK-II, which will be the Singapore office's founding client.
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