Swedish agency Forsman & Bodenfors to serve P&G with new Singapore base

Swedish independent agency Forsman & Bodenfors is preparing to open a shop in Singapore in order to serve its client Procter & Gamble.

Silla Levin, chief executive officer of the Stockholm-based agency, told Mumbrella that they hoped to “deepen their relationship” with the cosmetics brand SK-II.

F&B was until recently the creative agency for Uber in South East Asia, an account it lost during the ride-hailing app’s merger with rival Grab.

However, undeterred by the business loss, the agency now intends to officially open its new base by August with long-serving client director Susanna Fagring at the helm.

Susanna Fagring

Speaking to Mumbrella, Levin said: “We are happy to share the announcement that F&B will establish an office in Singapore. We will then be able to get closer to one of our biggest clients, P&G and deepen the great collaboration we have with the brand SK-II. We see an high interest in F&B in the region and that is something we will be able to explore more when we have an office there.

“Our unique way of working with high creativity in small team in close relationship with our clients is something that seems to appeal to that market.”

Fagring, who has been with the agency since 2003, added: “We’ve been working with global clients for a number of years and see an increasing interest to work with F&B. 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. We’re now looking to hire talented people from across the region to join us at the Singapore office.”

In a press statement, F&B said they were now focused on hiring a local team.

F&B has made several campaigns for the beauty brand SK-II, including the ‘Marriage Market Takeover’ and follow-up ‘The Expiry Date’.

The agency also created Uber’s Asia-wide ‘Unlocking Cites’ campaign last year, which aimed to reduce traffic in the region’s most congested cities.


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