Justine Armour has been chosen as chief creative officer of Forsman & Bodenfors, leaving her role as partner and chief creative officer at New York agency, Fig. She will be based in New York initially, responsible for expanding and strengthening the collective’s global creative offering across its nine offices. She will relocate to London later in the year.

Armour joined Fig mid-2023 from Grey New York, where she was chief creative officer, the only woman to hold the position in over 105 years. Before Grey she worked at top US creative agencies, 72andSunny New York and Wieden+Kennedy Portland, and at Publicis Mojo and Saatchi & Saatchi in Australia.

Armour will be in charge of Forsman & Bodenfors’ fierce reputation, built on provoative and memorable campaigns such as Epic Split for Volvo Trucks, Wow No Cow for Oatly, Marriage Market Takeover for SK-II and Visit Sweden (not Switzerland) for Visit Sweden.

As Global CCO, Armour will play an invaluable role in expanding and strengthening the collective’s global creative offering across its nine offices. She will initially be based in New York, relocating to London later in the year.

Armour commented, “The global creative industry is crying out for a truly distinctive, unique offering like the collective at Forsman & Bodenfors. The Swedes are genuinely creative in their very DNA; from the process to the org structure, F&B approaches things in a completely counter-cultural way compared to a traditional agency. I find this invigorating, and it’s no surprise that the collective has made some of my most favourite work in the world over the years. The F&B culture is designed to support and produce creativity that stands apart and transforms thoroughly, and I’m looking forward to helping bring that magic to a wider array of creative talent and clients around the world.”

James Denton-Clark, Forsman & Bodenfors’ recently appointed Global CEO, stated, “Justine’s outstanding creativity and track record of producing work that helps brands grow makes her the perfect partner for us – curating Forsman & Bodenfors’ direction as we move into a new era. Creativity at Forsman & Bodenfors has always been about how we approach the task and the outcomes rather than outputs. Justine really gets that creativity is the process through which we can achieve these outstanding results.”