Svenska Spel has renewed the contract of F&B Happy as the lead brand-and-design agency for advertising campaigns promoting Sweden’s national lottery and state-owned gambling venues.
The Stockholm-based advertising agency’s contract had been set to expire in 2025, as Svenska Spel initiated a public procurement process to review new offers.
Following the completion of its review, Svenska Spel announced on 14 January that F&B Happy will retain its position as the principal brand-and-design agency, leading the creative concepts for Svenska Spel’s advertising campaigns.
As stated: “It is now clear that F&B Happy will once again receive renewed confidence and be awarded the assignment,” as Svenska Spel extends its agency contract for a further two years.
In 2018, F&B Happy won the tender to redevelop Svenska Spel’s new brand profile. The agency maintained its position in the subsequent competitive pitch of 2021, assisting Svenska Spel in promoting its principal sponsorship of the Swedish teams in the Tokyo Olympic and Paralympic Games.
Svenska Spel will revise its marketing strategy in 2025, as outlined by Frank Hojem, Chief Communication Officer of Svenska Spel: “Svenska Spel is in the midst of extensive strategic and branding work.
We will implement changes in our communication, visual identity, and customer interactions to bring Svenska Spel’s updated purpose to life: to create gaming joy with care and give back to society. In this work, F&B Happy’s experience and expertise in strategy and design are highly valuable.”
Announced at the close of 2024, the directive has seen Svenska Spel initiate the competitive procurement of advertising and marketing partnerships to handle its multi-million SEK account for the disciplines of media planning, creative, brand and design.
Welcoming the partnership renewal, Lotta Thiringer, Client Director at F&B Happy, said: “Svenska Spel has extensive experience and incredibly high ambitions when it comes to branding and communication. It feels fantastic that we have won the tender and will now develop the brand together, which we see as proof of our strategic and creative excellence in brand design.”