Forsman & Bodenfors to lead Allwyn brand strategy

The agency will lead brand development at group level, creating a platform designed to support campaigns and activations across multiple international markets.

Forsman & Bodenfors has been appointed as global creative agency for gaming entertainment company Allwyn AG, with responsibility for developing the company’s global brand platform and creative direction.

The agency, which is part of the Stagwell network, will lead brand development at group level, creating a platform designed to support campaigns and activations across multiple international markets.

Agency to shape global brand platform

Allwyn operates lottery and gaming businesses across several markets and is seeking to strengthen its position as a global entertainment brand.

Under the appointment, Forsman & Bodenfors will focus on building the company’s brand foundations and developing creative work that can be adapted across regions while maintaining a consistent identity.

Focus on long-term brand growth

Tatiana Vivienne Jouanneau, Group Chief Brand Officer at Allwyn: "At Allwyn, we have a clear ambition to build one of the world’s most distinctive entertainment brands. We were looking for a creative partner that could deliver on that ambition and help us shape how people feel when they engage with our brand—creating stronger emotional connections and a more distinctive place in culture. Forsman & Bodenfors impressed us with their strategic thinking, creative excellence, collaboration approach and ability to develop an idea that can resonate globally. We’re excited to begin this partnership and create work that supports our long-term growth ambitions."

The appointment follows a competitive agency selection process managed by Flock Associates.

Agency highlights category ambitions

Peter Kamstedt, Growth Director at Forsman & Bodenfors: "Allwyn has everything it takes to become one of the most distinctive and famous entertainment brands in the world. There is real ambition here, not just to modernise the space, but to redefine it entirely. The best creative work does not just change how a brand looks, it changes how people feel about an entire category. That is our joint ambition with Allwyn, and that is exactly what we are going after."

The agency said its work will focus on helping Allwyn establish a stronger emotional connection with audiences while building a brand platform capable of supporting future growth.

Selection process led by Flock Associates

Florian Voigt, Principal Consultant at Flock Associates: "Forsman & Bodenfors stood out through a compelling combination of strategic thinking, creative excellence and a clear understanding of Allwyn’s ambitions. Throughout the process, they demonstrated a strong ability to develop ideas that can resonate across markets while building a distinctive and enduring brand platform."

The win adds to a period of growth for Stagwell’s European operations and follows other recent creative account successes within the network.

Stagwell cites momentum in Europe

James Denton-Clark, Chief Growth & Client Officer, Stagwell Europe: "Winning Allwyn AG builds on the strong momentum we’re seeing across Stagwell Europe—in particular, with creative following the recent Heineken win. Clients increasingly want more integrated, agile partners, and our model brings together creativity and technology to deliver growth at pace. We’re excited to partner with Allwyn to help unlock the next stage of their growth."

The first campaign developed under the partnership is expected to launch later in 2026.

www.allwyn.com

www.forsman.com

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