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Forsman & Bodenfors | Agency Profile, Contacts, AOR, Client Relationships

Service: full service

Main Telephone
(212) 633-0080
Primary Address
160 Varick Street
Fourth Floor
New York, NY 10013

Forsman & Bodenfors Contacts

Contacts (5/9)
Name Title State
Laura P. Senior Producer NY
Sample of Related Brands
Email: *****@*******.***
Main Phone: (212) 633-0080
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 160 Varick Street
Fourth Floor
New York, NY

Stephen F. Director, Data & Analytics NY
Claudette M. Associate Creative Director NY
Steven G. Head, Strategy NY
Tom S. Global Lead, Strategy NY

Client Relationships

Brand Service From To Media Spend
****** Creative *
******** ******** ********** Creative *
******** ********** *** ***. Creative *
******* Creative, Digital, Social *

See Winmo sales intelligence in action


Gen-Z, Millennial Opps: American Express starts targeting younger audiences

Sales Lead:  has shifted its marketing strategy in order to reach Gen-Z and millennials who have started to show "new consumer behavior."

  • Per CMO Elizabeth Rutledge, Gen-Z and millennials are "a large part of our existing base" and "the fastest growing age cohort."
  • Rutledge also mentioned that, now that Covid has settled down some, AE's customers have started shopping in person, going on trips, and attending live music and sporting events more.
  • Thus, to more effectively reach younger audiences, AE has shifted toward heavier usage of digital experiences and in-person experiential activations.
    • Recent examples include a fan experience and card member lounge it set up at Wimbledon and a virtual metaverse offering, Virtual Hill.
  • The company will likely:
    • Continue ramping up digital efforts to reach its digitally oriented target demographic
      • This will likely lead AE to return to heavier digital ad spend (more below).
    • Keep working with experiential initiatives to do the same
      • Digital and experiential advertising tends to yield high ROI among Gen-Z and millennials.
  • Target demographic
    • Gen-Z and millennials
      • The target demographic of AE's national TV commercials has a strong male skew.
    • The company secondarily targets Gen-X via more traditional channels (more below).
    • It also targets Hispanic audiences via Spanish magazines.

Recent leadership shifts:

  • AE's team grew in July 2022 with the appointment of VP and ECD Dylan Bernd.

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, AE has spent approximately $49.8m on national TV commercials, down 8% from the approximately $54m spent by this point last year.
    • Last year: The financial services company spent around $74m on this channel after having spent less than a third of this, around $22.2m, in 2020.
    • 2022 ad programming: AE's 2022 commercials have targeted male sports enthusiasts watching shows such as NBA Basketball, NFL Football, the Super Bowl LVI Pregame, 2022 US Open Tennis, and Today.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: The company has allocated roughly $111.1m toward digital ads YTD, 37% less than the roughly $176.2m allocated within the same 2021 timeframe.
    • YTD data: Since the beginning of 2022, AE has earned around 16.4b digital impressions via Facebook (60%), desktop display (23%), Instagram (7%), desktop video (6%), Twitter (2%), and mobile display (2%) ads.
      • ​​​​​​​Top site destinations for this year's desktop display ads include (26%),,,, and
    • Last year: The company's estimated full-year 2021 spend of $215.2m reached more than 3x that of $58.8m in 2020.
  • Additional channel insights  
    • The company also utilizes print (English and Spanish magazines), OOH, radio, and local broadcast.

Additional agency insights:

Insight Sources: Broadcast insights estimated by Kantar.​​​​​​​