Forsman & Bodenfors has named Justine Armour as its Global Chief Creative Officer. Initially based in New York, she is set to relocate to London later this year. Renowned for groundbreaking campaigns such as Volvo Trucks’ “Epic Split,” Oatly’s “Wow No Cow,” SK-II’s “Marriage Market Takeover,” and Visit Sweden’s “Visit Sweden (not Switzerland),” Forsman & Bodenfors operates across nine global offices, including key locations in Singapore and China. In her new role, Armour will spearhead the agency’s creative direction, driving innovation and elevating its global impact.
“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,” said Armour.
“I find this invigorating, and it’s no surprise that the collective has made some of my most favorite 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.”
Armour was most recently a Partner and Chief Creative Officer at independent New York agency FIG. Before that, she served as Chief Creative Officer at Grey New York, the first woman to hold the position in the agency’s 105-year history. Her career spans agencies including 72andSunny, Wieden+Kennedy, Publicis Mojo, and Saatchi & Saatchi, beginning in her native Australia at McCann Erickson Brisbane.
“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,” said James Denton-Clark, the agency’s recently appointed Global CEO.
“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.”
Armour’s work has been recognized at major industry awards, including Cannes Lions, D&AD, The One Show, and the London International Awards. She has been named to Adweek’s Creative 100 list, honored as a US Female Frontier by Campaign magazine, and recognized as one of Ad Age’s Leading Women. A champion of diversity and equity, she has spoken at events such as the One Club Creative Summit, SXSW, and TribecaX.
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