Forsman & Bodenfors names new SG president as CEO Susanna Fagring returns to Sweden

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Advertising agency, Forsman & Bodenfors (F&B) has appointed former SuperUnion, head of business development in Asia, Po Kay Lee as president of F&B in Singapore. In this role, Lee reports to the global CEO, Toby Southgate, and is tasked with 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 run F&B Singapore together with current CEO Susanna Fagring, who will return to Sweden in the first half of 2022. Fagring has been with F&B since 2005 and was one of the driving forces behind establishing the agency in Southeast Asia. “Fagring's dedication and commitment during these three years in Singapore is the reason we can now move from startup mode towards maturity. She has a proven ability to build powerful relationships with global brands outside of our home market, based on the core principles that make F&B special,” said Southgate.

According to her LinkedIn, Lee helmed the role as head of development Asia at WPP's global branding agency, SuperUnion for more than a decade. She ran the Singapore office and was responsible for the growth and development across 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 looks to further expand the agency's presence and build deeper connections with brands and its customers. She added, that F&B’s global reputation is stellar and the agency has made incredible inroads with Asian markets and consumers through its creative and culturally relevant work.

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

Apart from Lee, the agency has also appointed former McCann’s chief growth officer, Lyndsey Corona as president of F&B New York. Corona reports to Southgate, and is tasked with expanding the agency’s brand influence in North America.

Corona served as chief growth officer at McCann for five years, where she was part of the executive team that led the company’s transformation when it produced culture-defining projects such as “Fearless Girl” for State Street Global Advisors. Sha has also evolved 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 for modern marketing solutions, working with clients such as The Wall Street Journal and Canadian communication company, TELUS.

Expressing her excitement to work with the team in New York, Corona notes that the agency’s track records of award-winning work and strong client relationships are a perfect match for her experience in growing businesses and using the power of creativity to unlock new opportunities.

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