Svenska Spel switches to Forsman & Bodenfors as lead creative agency

Svenska Spel has appointed Forsman & Bodenfors as its new lead advertising agency for ‘strategic and creative marketing’.

The Swedish state-owned lottery and sports betting operator launched an agency tender at the start of the year, reviewing its current strategic marketing and brand development frameworks.

Following a ‘careful evaluation’ of agency pitches, Svenska Spel has confirmed Gothenburg-based Forsman & Bodenfors as its new lead creative marketing agency – charged with spearheading a refresh of the Svenska Spel brand and messaging.

Svenska Spel had previously communicated that an agency review was a necessary requirement following the Swedish government’s overhaul of national gambling laws in 2019.  

“Svenska Spel’s brand is strong, but we can become even better at communicating all the good things we do, both in gaming responsibility and sports,” said Anna Ekström, Svenska Spel’s Head of Marketing Activation. 

“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 us.”

As lead creative agency, Forsman & Bodenfors will take charge of developing the firm’s 2021 Tokyo Olympic campaigns, which will see Svenska Spel serve as principal sponsor of the Swedish Olympic Committees athlete development programme.

Recognised as one of Sweden’s leading advertising agencies, Forsman & Bodenfors has developed high coverage / high impact campaigns for Volvo, H&M, Swedish Tourism and Uber.  

Winning the high-value account, Forsman & Bodenfors Senior Account Director  Jerk Zander said: “Svenska Spel is an iconic Swedish brand. They stand for both joy and excitement in everyday life, at the same time as they take great social responsibility. It is inspiring to see their great commitment to supporting youth sports and club life, and their concrete actions to prevent gambling addiction. We are very much looking forward to working together.”

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