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Forsman & Bodenfors

London https://www.forsman.com

Disciplines

  • Advertising/Creative
  • Brand strategy
  • Creative production

About

With 40+ people in London, we're a modern creative partner for brands. Part of a Swedish born, global creative collective, known for its flat structure and radical approach to collaboration, at Forsman & Bodenfors London we are committed to creating ideas that change things and shift culture and society, for the better.

Forsman & Bodenfors has achieved global recognition as one of the most awarded agencies in the world, including winning 100+ Cannes Lions and being named one of the Top three agencies of the decade. We are also the only global creative agency to have achieved gender pay equity as certified by Fair Pay Workplace.

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Purpose

Purpose is a relatively new strategic tool in the marketers’ arsenal, with much for us still to learn about how best to deploy it for maximum impact. And learn we must: Recent data from Bain reveals brand purpose is a top-three purchasing criterion for most consumers globally. In this paper, we call out four common ‘Pitfalls of Purpose’ - including irrelevance - and instead suggest the key ways in which brands can ensure their purpose advertising ends up actually mattering to their audiences.
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Fashion In Flux

As digital innovation changes how we shop, the implications of new or impending eco-legislation are felt, and as conscious consumerism picks up, the fashion industry is having to change in more ways than anyone could have imagined. Far from being a mere expression of personal style, fashion has become a powerful tool for conveying identity, challenging norms and demonstrating values. In this paper, we look at how fashion brands must increasingly adapt to these shifting dynamics.
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Reimagining Brit(ish)ness

In the wake of Brexit and historic lows in consumer confidence levels last year, we decided to undertake some proprietary research to evaluate the state of Britain’s brand today in the eyes of the nation. We polled over 2,000 men and women with 10 questions about Britain and its values and culture to get a read on the nation's mood and sentiment. Have a read and see what you think?
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Unwrapping the Gender Pay Gap

The latest figures from Marketing Week show that the gender pay gap is not closing quick enough (in fact it's slowing). In this month’s column, our CEO Helen James delves into the multi-faceted reasons why women are choosing to opt out of senior roles, how this is a problem at the core of the gender pay gap and why fixing it needs to get back to the top of the agenda for businesses and brands. Read more here.
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Should body neutrality be the new body positivity?

Is body neutrality the new body positivity? There’s always been an evolving standard of beauty and feminine ideals in advertising. This month, Helen James looks at society’s obsession with the female bodily form & beauty for Marketing Week. Read the full article here.
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Can marketing communications help improve women's healthcare outcomes in the UK?

Did you know that the UK's gender health gap is the worst out of all G20 countries? Shocked? We were too. This month, Helen James’ column for Marketing Week explores whether marketing communications can help improve women's healthcare outcomes in the UK. A huge thank you to our contributors, Joëlle Barthel, Tamara Rogers, Patricia Corsi.
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Fixing the (other) Climate Gender Gap: The Role of Brands

Google ‘climate change AND gender’ and you’ll be served up a fair number of hits that explain precisely why women are considered more vulnerable to climate change than men (bottom line: they constitute the majority of the world’s poor and are more dependent on the natural resources which climate change threatens the most.) In this paper, we look at just that, using a nationally representative poll of 2000 British men and women we commissioned as our jumping-off point.
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The Age of Age

The Age of Age - The argument for more and better representations of mid-life+ women in advertising. As women grow older, they find themselves underrepresented in advertising and feel increasingly invisible to brands. 80% of the UK's wealth is held by those over 50, and the majority will be in female hands by 2025. Brands under-targeting women over 50 is nothing new, and the commercial potential for winning them over is clearer than ever. So why aren’t brands capitalising?
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From moments to movements: To truly have an impact brands need to understand the difference

If brands really want to empower women they need to ride the ‘fempowerment’ wave with intention, not simply jump on the bandwagon.
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Does the end of power heels signify the death of patriarchy in the workplace?

As women continue to smash it in senior leadership positions, female marketers are increasingly ditching the armour of high heels, confident in their ability to get the job done without any props.

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Rethinking creativity for an ad-funded streaming world

Dave Day, Executive Creative Director at Crispin Porter Bogusky London explores the shift from linear to streaming TV, and the creative opportunities that offers.
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The Sex and the City reboot shows why brands should be wary of nostalgia

Brands often nick their audience’s culture to play it back to them, but women need progressive and bold thinking from the brands they’re going to buy.
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The Drum Agency Outlook Report: predicting a strong recovery in 2021

In a recent survey of the global agency community, The Drum found that 60% of marketing agencies surveyed forecast revenues to bounce back in 2021.
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Why brands need to stop happy washing to win

Anna Salda, Senior Strategist at CPB on the importance of moving away from perfection towards portraying real authenticity, to a world that isn’t perfect but that still inspires.
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Trust is more than just an RTB.

Today, trust in brands is at an all time low, with just one-in-three people trusting most of the brands they buy and use (Edelman, 2019). So how do you become a brand that people trust?

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A Very Modern Production

Two advertising executives from the London office of Crispin Porter Bogusky (CPB) recently held a pre-production call. For three hours, they discussed plans for making a two-minute film, TV spots, and social media content for a major beverage band.

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How to make TV, and advertising, that stands the test of time

Sarah Beatty, Copywriter at Crispin Porter Bogusky on how advertising can keep it real, and truly reflect modern society. Lockdown has given so many of us a rare opportunity for internal reflection, to extend our creative capabilities, and to rethink everything that’s gone before in a new and enlightened way. Or to put it differently: to just watch loads of telly
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Virtually perfect: will lockdown lead to an explosion in agencies without an office?

From pitching over Zoom to dreaming up creative from the kitchen table, the pandemic has forced the ad industry to adapt and service clients remotely. With many now acclimatised to a more digital way of working, will we see a new generation of virtual ad agencies open shop? And what would a lack of physical working spaces mean for creativity and agency culture?
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The best of times, the worst of times: Starting a new ad agency job during lockdown

Paul Wilde, Managing Partner at Crispin Porter Bogusky London explains how his formative first few weeks at a new agency have been, under lockdown, rather different.
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Five ways forward for travel brands post-Coronavirus

The travel industry has taken an enormous hit since Coronavirus hit - with holidays cancelled, planes grounded and plans indefinitely postponed. To some, it looks irreversible. David Proudlock, Head of Strategy at Crispin Porter Bogusky, says that travel isn't going anywhere in a hurry - and once lockdown is lifted, travel brands need to take a few steps to regain traction and keep people exploring.
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“What we need to do is look after each other”

As our nationwide lockdown continues, Helen James, Managing Director of Crispin Porter Bogusky demonstrates the importance of empathetic and authentic leadership.
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‘It’s not as exciting as other jobs’: The child’s view of their work-from-home parents

For many ad industry staffers, the Coronavirus-forced lockdown hasn’t just been about adjusting to the quirks of remote work, but also having to suddenly juggle three full-time roles as parent, teacher and executive. For the children of those parents, the lockdown has opened a rare window into what their mums and dads actually do for a living.
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Social mobility in advertising: There's still work to be done

Dave Day, ECD of Crispin Porter Bogusky, explains why - ahead of the IPA's report on diversity in advertising - we all need to pay more attention to the issue of social mobility in the industry.
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Brave or an ad industry in-joke? Burger King’s mouldy Whopper

Burger King’s new ad has split opinions. Our Head of Strategy, David Proudlock, makes a case ‘for’.
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A day in the life of... Helen James, MD of Crispin Porter Bogusky London

Econsultancy took a trip to Crispin Porter Bogusky, to speak to London MD, Helen James. She admits her friends think her job is ‘Mad Men-esque’ - so hopefully they’re reading this and will get a better idea of what her average day looks like.
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What I've learnt: Dave Day, ECD at Crispin Porter Bogusky London

The original plan laid out for Dave Day's life was for him to become a farmer - here he tells Prolific London about his career path and what he's learnt along the way.
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Should adland embrace the four-day working week?

As the Finnish Prime Minster outlines plans to roll out a four-day working week, Helen James considers the inspiration adland in the UK might draw from the move.
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Great advertising is for life, not just for Christmas

The festive advertising season, the UK industry’s equivalent of the Superbowl, successfully has the nation talking over their teacup. Yet the power of long-term marketing investment to build both brand and business momentum is not seasonal.

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Two-thirds of women believe male colleagues are offered more training

Imposter syndrome could be holding women back from requesting training.
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Take a staycation - it’ll be good for your career

Summer in Skegness? Helen James thinks our industry peers should all be enjoying a Great British summer.
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Learning from the Masters: What Leonardo da Vinci and Co. Can Teach Creative Businesses

500 years since Leonardo’s death, our ECD, Dave Day borrows five insights from the Renaissance polymath and the world of fine art.
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What marketers need to learn about the art of sacrifice

That’s it. Game of Thrones is over. A couple of monumental spectacles, matched only by a deep sense of dissatisfaction. Now, over a million people have signed a petition to remake the final season.

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