Forsman & Bodenfors (Sweden)

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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. 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 retains its own identity it is aligned internationally with MDC's Crispin Porter & Bogusky network. 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. Adbrands does not currently offer a business profile for this company but 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.

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Capsule checked 14th July 2016


Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 2nd Nov 2017: Ads of the Week: "Let's Unlock Cities". MDC's Forsman & Bodenfors is behind this superb campaign for Uber in Malaysia and other Asia Pacific markets. The idea is just delightful, but even more impressive is the execution. We'd love to know how much of the film is "real", as it were, and how much is digitally manipulated. The scale of some shots is actually quite breath-taking, like one of those Spencer Tunick photographs but with people all wearing cardboard boxes rather nothing at all. 

Adbrands Weekly Update 24th Aug 2017: Crispin Porter & Bogusky named Erik Sollenberg, previously leader of its recently acquired Swedish partner Forsman & Bodenfors, as group CEO. It's an unexpectedly bold choice by CP&B chairman Chuck Porter, not least because Sollenberg has very limited experience of the US market. He will share the CEO role with incumbent Lori Senecal until she steps down as planned at the end of the year. Silla Levin moves up to become CEO of F&B in Stockholm.

Adbrands Weekly Update 15th Jun 2017: Ads of the Week: "Moments". A life is an amazing thing. Forsman & Bodenfors' gorgeous new film for Volvo Cars shows just how amazing it is, or can be. All that potential wrapped up in one small package, but a fragile package at that... We'll tell you now that you don't need to be too worried - this isn't one of those equally powerful but ultimately agonising anti-texting films from AT&T and BBDO. But the threat is there nonetheless; only it's defused by Volvo's latest advances in vehicle safety. Thank heavens.

Adbrands Weekly Update 30th Jun 2016: MDC Partners returned to the acquisition trail since the ousting of founder and former CEO Miles Nadal. It added to its "chain of pearls" of acclaimed creative agencies with the purchase of Swedish hotshop Forsman & Bodenfors. Best known for its enormously popular, multi-award-winning ads for Volvo, F&B just picked up another Grand Prix at Cannes for a fine campaign for Swedish retailer Coop. The agency will retain its existing identity, but will be aligned internationally with the Crispin Porter & Bogusky network. MDC is reported to be paying $32m in stock for the business with an additional undisclosed earn out at a later date.

Adbrands Weekly Update 2nd Jun 2016: Ads of the Week: "Prologue". Here's an excellent new spot for Volvo Cars from Forsman & Bodenfors, centring on Sweden's Zlatan Ibrahimovic, one of the likely heroes of this month's UEFA Euro football tournament. This is not a man afraid of a bit of self-mythologising, and he burnishes his legend with considerable style and power in this film. And let's face it, it's a pretty impressive story, making Zlatan a poster boy for European immigration. Though he probably wouldn't choose such a role for himself: it's not quite legendary enough.


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