Creative agency Forsman & Bodenfors, a part of the Stagwell network, has been appointment as global creative agency for Allwyn AG, the multi-national gaming entertainment company. Forsman & Bodenfors will lead global creative direction for Allwyn AG at Group level, developing strong brand foundations and a platform that flexes across global campaigns and activations.

“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,” said Tatiana Vivienne Jouanneau, group chief brand officer at Allwyn.

As one of the world’s leading global gaming entertainment companies, Allwyn operates some of the world’s most established lottery and gaming businesses across multiple markets, focusing on innovation, responsibility and long-term value for players, communities and shareholders.

“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,” said Peter Kamstedt, growth director at Forsman & Bodenfors.

The appointment followed a comprehensive agency selection process designed and led by Flock Associates.

Florian Voigt, principal consultant at Flock Associates, said: “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.”

“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,” said James Denton-Clark, chief growth and client officer, Stagwell Europe.

The first campaign is expected to launch later in 2026.

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