Following an evaluation of agency pitches, Svenska Spel has appointed Gothenburg-based Forsman & Bodenfors as its new lead creative marketing agency, putting it in charge of spearheading a refresh of the Svenska Spel brand and messaging.
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.
It had previously communicated that an agency review was a requirement following the Swedish government’s overhaul of national gambling laws in 2019.
Anna Ekström, 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.
“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 Svenska Spel’s 2021 Tokyo Olympic campaigns, which will see the firm serve as principal sponsor of the Swedish Olympic Committee’s athlete development programme.
Forsman & Bodenfors is recognised as one of Sweden’s leading advertising agencies and has developed high coverage/high impact campaigns for Volvo, H&M, Swedish Tourism and Uber.
Forsman & Bodenfors Senior Account Director Jerk Zander added: “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.”