Forsman & Bodenfors Appoints Micco Grönholm as Head of Strategy

Image credit: Lena Evertsson

​Forsman & Bodenfors has appointed Micco Grönholm as head of strategy, marking a key step in the agency’s expanded strategic offering — built on the belief that creativity is a leadership skill, not a department. In this role, Micco will ensure that Forsman & Bodenfors’ strategy functions as one integrated, creative, and commercially sharp collective across Europe.

The mission is to help clients grow by combining clear insight, sharp analysis, and strategic thinking that transforms creativity into measurable business impact.
In this new role, Micco will focus on building stronger partnerships with clients and leading the continued growth of the strategy team throughout Europe. He will work closely with James Jenkins, CEO, and John Bergdahl, chief creative officer, to take the Forsman & Bodenfors creative collective into the next chapter of its 40-year success story.

"Micco is a game changer, an enabler, and an inspirer. His deep experience in brand and business strategy — and his rare ability to bridge academia and real-world impact — make him an incredible addition to our leadership team," said James Jenkins, CEO. "This reset is about strengthening how we think and work, connecting creativity and strategy to drive better outcomes for our clients."

Micco has been part of the Forsman & Bodenfors family for more than three years, through his role as senior business advisor and brand consultant at F&B Happy. He is also affiliated with Lund University School of Economics and Management, where he serves as head teacher for the bachelor course in business administration: marketing management.

Apart from his long experience as both a creative director and as a brand strategist, Micco also brings extensive experience from the private and public sectors, including roles as CMO in the internet and IT industries and as head of future for the city of Helsingborg — a position focused on driving innovation and strengthening the competitiveness of both Helsingborg and the Greater Copenhagen region.

Throughout his career, he has worked for and with brands such as Bluetooth, Casall, Converse, Crocs, Ericsson, Hill’s, IKEA, L’Oréal / SalonCentric, SAS, SSAB, Svenska Spel and Therabody, helping them grow through clear strategic direction and brand innovation.

At Forsman & Bodenfors, Micco will continue to expand the strategy team, deepen collaboration across disciplines, and shape the next phase of the agency’s development. The ambition is to bring strategy and creativity even closer together to help brands navigate change, unlock growth, and create long-term value.

"Forsman & Bodenfors has an unprecedented creative legacy," said Micco. "Working here has been on my bucket list since I started my first agency in Gothenburg in the late 1980s — so I’m beyond excited to join this fantastic creative collective. Not least because I’m convinced that creativity is becoming the only way to solve problems that don’t have given answers. When businesses face complex challenges like unpredictable markets, rapid technological shifts, and increasingly wicked problems, creativity isn’t just for the creatives. It’s a fundamental capability in business development, strategy, and marketing."