Faaez Samadi
May 25, 2018

Forsman & Bodenfors coming to APAC

New Singapore office will be the creative shop’s first outside Sweden.

Susanna Fagring
Susanna Fagring

Creative agency Forsman & Bodenfors today announced it is expanding operations to Asia-Pacific by establishing a Singapore office.

Opening in August, the new branch will be F&B’s first outside its native Sweden, and comes as a result of the agency’s growing portfolio of APAC work, which now needs an in-market presence to manage.

Susanna Fagring, a client director at F&B since 2003, will relocate to Singapore and become managing director of the new office, the location of which is still to be made public. Moving with a small team from Sweden, Fagring said the agency’s priority is to hire talent from across APAC.

“By the size and nature of our work in the APAC region, it becomes a natural step for us to open an office in Singapore, thereby deepening our relations with existing clients, as well as being closer to future clients,” Fagring said.

F&B’s work in APAC includes several campaigns for beauty brand SK-II, including the Cannes Lions Glass award-winning ‘Marriage Market Takeover’ and its follow-up ‘The Expiry Date’. The agency also created Uber’s Asia-wide ‘Ride Together’ campaign last year, although the company no longer has any presence in Southeast Asia since selling to Grab.

Silla Levin, F&B CEO, said Fagring has been a “driving force” behind the agency’s international business, and that she will continue developing APAC work in her new role.

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