Forsman & Bodenfors hires director of PR to work on clients

Global creative collective Forsman & Bodenfors Singapore has appointed Deborah Abraham (pictured) as its director of PR strategy and communications. In her new role, Abraham will see an active strategic PR counsel across both the agency’s internal communications and client work. Susanna Fagring, outgoing CEO of Forsman & Bodenfors Singapore, said that Abraham's solid experience and reputation in the PR market make her a fantastic addition to the team. 

In her new role, Abraham will be providing PR council to clients such as SK-II, Gojek, Head & Shoulders, SPCA, SwedCham amongst others.  Abraham is a former journalist-turned-communications professional with over 20 years of experience in Asia Pacific, playing a key role in securing high-profile visibility for both agency and clients. She was formerly director of communications at TBWA\ Singapore, and according to her LinkedIn, she ensured the agency's creative output was being recognised across the world, putting both TBWA\ and Singapore on the map as a centre of global creative excellence. Through strategic partnerships with leading media, content creators, and the agency's owned media platforms, Abraham shaped and expanded the TBWA\ brand reputation to increase confidence across our stakeholders, the media, and future talent as well. 

Prior to that, Abraham was regional communications director at BBH Asia Pacific. According to her LinkedIn, her role required the development of PR and communications strategy across diverse markets which included managing media relations, carving out social media strategy, and ensuring a strong and credible presence for the brand in Asia. During her time at BBH, Abraham also founded and curated the ongoing BBH Forum - Insanity With a Purpose that initiates creative thinking, innovation, and provocation with the aim to inspire its clients and partners.

Separately, Forsman & Bodenfors Singapore also appointed former SuperUnion, head of business development in Asia, Po Kay Lee as its president. In this role, Lee reports to the global CEO, Toby Southgate, and is tasked with expanding the agency's influence in Asia. Lee is currently running the agency in Singapore with Fagring, who will return to Sweden in the first half of 2022.

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