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Svenska Spel has appointed Forsman & Bodenfors as its new lead advertising agency for “strategic and creative marketing.”

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.

“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,” Anna Ekström, Head of Marketing Activation at Svenska Spel, said.

As lead creative agency, Forsman & Bodenfors will take charge of developing the firm’s 2021 Tokyo Olympic campaigns, which will see Svenska Spel serve as principal sponsor of the Swedish Olympic Committee’s athlete development programme.

“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,” Jerk Zander, Senior Account Director of Forsman & Bodenfors, said.