Forsman & Bodenfors appoints new SG chairman as CEO Susanna Fagring returns to Sweden

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Advertising agency Forsman & Bodenfors (F&B) has appointed the former SuperUnion, responsible for business development in Asia, Po Kay Lee, president of F&B in Singapore. In this role, Lee reports to Global CEO Toby Southgate and is responsible for expanding the agency’s influence in Asia. Currently, the agency works with clients such as P & G’s, SK-II, Head & Shoulders and GoJek.

Initially, Lee will lead F&B Singapore with current CEO Susanna Fagring, who will return to Sweden in the first half of 2022. Fagring has worked at F&B since 2005 and was a driving force in establishing the agency in South Asia. East. “Fagring’s dedication and commitment during these three years in Singapore is the reason we can now move from startup mode to maturity. It has proven its ability to build strong relationships with global brands outside of our home market, based on the fundamentals that make F&B special, ”said Southgate.

According to his LinkedIn, Lee served as the Asia Development Manager at WPP’s global brand agency, SuperUnion for over a decade. She headed the Singapore office and was responsible for growth and development in the Asia-Pacific region. Throughout her career, she has worked with brands such as Facebook, GSK, the International Table Tennis Federation, Pacific Hotels Group and the Singapore Stock Exchange. Lee said she is looking to further expand the agency’s presence and establish closer ties with brands and its clients. She added that F & B’s global reputation is excellent and that the agency has made incredible inroads with Asian markets and consumers through its creative and culturally relevant work.

“Po is a brilliant mix of strategist and creative with a proven track record of growing relationships,” said Southgate. He added that Lee strongly believes in the power of collaboration and positivity to build strong bonds between clients and agencies, which is precisely what will help and continue to evolve the work of F&B in Asia.

Besides Lee, the agency also appointed Lyndsey Corona, former director of growth for McCann, president of F&B New York. Corona reports to Southgate and is responsible for expanding the agency’s brand influence in North America.

Corona served as Director of Growth at McCann for five years, where she was part of the executive team that led the transformation of the company when she produced cultural projects such as “Fearless Girl” for State Street Global Advisors. Sha has also developed long-term client partnerships such as MasterCard and Microsoft. Prior to McCann, Corona helped establish WPP’s The & Partnership in North America as a new model of modern marketing solutions, working with clients such as The Wall Street Journal and Canadian communications firm TELUS.

Expressing her enthusiasm for working with the team in New York City, Corona notes that the agency’s track record of award-winning work and strong client relationships is a perfect match for her background in growing businesses and using the power of creativity to unlock new opportunities.

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