Forsman & Bodenfors Join Svenska Spel For “Strategic And Creative Marketing.”

Forsman & Bodenfors has been appointed by Svenska Spel as new lead advertising firm for “strategic and creative marketing.”

At the start of the year, the Swedish state-owned lottery and sports betting operator held an agency tender to review the new corporate marketing and brand creation mechanisms.

Refreshing the brand

After a “careful evaluation” of agency pitches, Svenska Spel has appointed Forsman & Bodenfors of Gothenburg as its new lead creative marketing agency, with the task of refreshing the Svenska Spel brand and messaging.

Following the Swedish government’s reform of national gaming rules in 2019, Svenska Spel had previously stated that an agency review was a required prerequisite.

Anna Ekström, Svenska Spel’s Head of Marketing Activation said: “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.

Suited corporate culture

“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.”

Forsman & Bodenfors will serve as the firm’s main creative agency for the 2021 Tokyo Olympic projects, which will see Svenska Spel serve as the primary sponsor of the Swedish Olympic Committee’s athlete growth scheme.

High-coverage, high-impact advertisements

Forsman & Bodenfors, one of Sweden’s top advertising firms, has created high-coverage, high-impact advertisements for Volvo, H&M, Swedish Tourism, and Uber.

Forsman & Bodenfors Senior Account Director Jerk Zander said after winning the high-value account: “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.”