CREATIVE AGENCY FORSMAN & BONDENFORS WINS SVENSKA SPEL CONTRACT

Swedish state-owned lottery and sports betting operator, Svenska Spel, has selected Forsman & Bodenfors as its new lead advertising agency. 

One of Sweden’s premier advertising agencies, Forsman & Bodenfors has around 700 employees in offices in Gothenburg, New York, Stockholm, Toronto, Montreal, Shanghai, and Singapore. The agency’s portfolio of clients includes global brands like Volvo, H&M, Häagen-Dazs, Goldman Sachs, TUI, and American Express.

Forsman & Bodenfors was selected following a tender issued earlier this year, and will be tasked with refreshing Svenska Spel’s brand and messaging. This will include the operator’s 2021 Tokyo Olympic campaigns, with Svenska Spel being principal sponsor of the Swedish Olympic Committee’s athlete development program. 

The contract with the agency is valid for two years, with the possibility of an extension, and comest into effect in May after the current agreement with Bloomy Ideas and Jung expires. 

Anna Ekström, Head of Marketing Communication & Activation for the group brand at Svenska Spel, said: “Svenska Spel’s group brand is strong, but we can become even better at communicating all the good things we do, both in gaming responsibility and sports. That is why we are very happy to have Forsman & Bodenfors as our partner. With their experience in branding, advertising and with a corporate culture that suits us, they will be a valuable partner for Svenska Spel.”

AYO.NEWS says:

With operators like LeoVegas pushing standards higher with new global marketing campaigns recently, the need to have strong branding in hyper-competitive markets like Sweden is pressing. Svenska Spel’s selection of such a renowned advertising agency seems to signal a desire to up the game when it comes to creativity, which can only be a good thing. We can’t wait to see what Forsman & Bodenfors come up with.