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Hires, Wins & Business

Forsman & Bodenfors Becomes First Canadian Agency to Receive 3% Certification

Industry group recognises the creative collective’s global work environment

Forsman & Bodenfors Becomes First Canadian Agency to Receive 3% Certification

Gender equality organization The 3% Movement announced that global creative collective Forsman & Bodenfors has become the first and only agency to receive Global 3% Certification, further solidifying the collective’s unwavering commitment to fostering a collaborative, diverse and inclusive work environment around the world. Subsequently, Forsman & Bodenfors Toronto and Montreal are the first agencies to receive 3% certification in Canada.

The 3% Certification is an independent and rigorous assessment system that supports companies in their effort to retain and promote women into leadership. During a vetting period spanning several months, The 3% Movement worked closely with Forsman & Bodenfors’ offices in Gothenburg, Stockholm, Shanghai, Singapore, Toronto, Montreal, and New York to unpack their policies, programs, systems, and the cultural intangibles around women and underrepresented talent in their workplaces. Based on the data provided, in-person interviews with employees, an anonymous employee survey, and external research, Forsman & Bodenfors was evaluated on three key pillars: Female Leadership, Workplace Equality and Culture, and Equal Creative Opportunity.

“The 3% Movement is excited to announce its first-ever Global Certification, awarded to Forsman & Bodenfors. Spread out across three continents and five countries, each Forsman & Bodenfors office we certified was distinct in its unique strengths and capacities,” said Kat Gordon, Founder of The 3% Movement. “Yet echoing throughout was a singular culture that values kindness, gender equity, collaboration and a creative team structure that ensures that everyone has a voice and a seat at the table. Forsman & Bodenfors’ world-class, inclusive creative work speaks volumes about the culture that created it.”

The recent work created across Forsman & Bodenfors’ global client roster was also assessed for its inclusion both in front and behind the camera. From Holland Bloorview’s “Dear Everybody” and Volvo’s “The E.V.A. Initiative” to industry digital tool Grow Your Circle and SK-II's “Timelines,” Forsman & Bodenfors’ efforts to create campaigns that are inclusive and representative of the markets they serve played an integral role in achieving global 3% certification.

“As we continuously aim to foster a human workplace, being the first Canadian 3% certified agency is a humbling recognition for all of us in Canada and our team members around the world,” said Melanie Johnston, CEO of Forsman & Bodenfors Canada. “Our people are the combination of ambition and generosity, truly making up the fabric of the collective and the world-class work we create for our clients. Continuing to diversify and empower F&B is something that is really important to us and the work has just begun.”

“This is a recognition that really goes to all the people of the collective, for being open-minded, nice, honest and fun,” said Anna Qvennerstedt, copywriter and global executive chair, Forsman & Bodenfors. “A strong culture is built from hundreds of everyday interactions and it is a pure privilege to be part of this gang.”

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