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Forsman & Bodenfors has appointed Smeh as an agency partner, marking a strategic expansion into the Nordics and reinforcing its commitment to creative and strategic excellence.

"Our clients have increasingly requested a broader Nordic footprint, and we see this as a key opportunity since there are few truly integrated Nordic agency offerings. Norway is an important market with a buoyant economy and a wealth of interesting companies. Expanding here is a natural step in our ambition to challenge the status quo and push creative boundaries,” says James Jenkins, CEO of Forsman & Bodenfors Sweden.

This move is part of a broader initiative to connect F&B’s European collective, ensuring seamless collaboration in service of its clients. Smeh, sharing a similar mindset with F&B, ensures this partnership is both natural and strategic.

James adds, "We’re very excited to be collaborating with Smeh; together, we’ll create impactful work for a diverse range of local, national, and international brands."

Founded in 2023, Smeh has quickly made its mark on the Nordic creative marketing landscape. Led by Aleksander Hetland, former partner at NORD DDB and lead on the

Norwegian McDonald’s account, the agency works with both local and global brands including Orkla, Strawberry, KPMG, Felleskjøpet, The Norwegian Seafood Federation, and WWF. Smeh is also part of Petter Stordalen’s network of advertising and communications agencies.

“Working with Forsman & Bodenfors, one of the world’s leading agencies, is incredibly motivating for us. Their collaborative approach - working in small, focused teams around a problem, closely with the client - mirrors what we truly believe is the way forward for our industry. This partnership raises Smeh to a whole new level and I’m confident we will accomplish great things together in both Norway and beyond,” says Aleksander Hetland, head of Smeh Norway.

The two agencies will launch their first joint initiatives in May 2025, reinforcing their shared vision for creativity and strategic impact and expanding their work to additional brands in Norway and internationally.