Blood, Sweat and Bravery: How AMV BBDO and Essity Shaped Each Other

The Bodyform and Knix owner reflects on 10 years of busting taboos alongside its agency partner

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Enduring client-agency relationships are a rarity in advertising. Between 1987 and 2020, the average length of these partnerships has steadily declined from seven years to less than three, according to The Bedford Group.

Consumer care brand Essity, owner of Libresse, Bodyform, Tena and Knix, has bucked this trend alongside Omnicom-owned creative agency AMV BBDO, with 2024 marking the duo’s 10-year anniversary.

Over the course of a decade, the Essity-AMV BBDO collaboration has yielded taboo-busting work in categories from menstrual care to incontinence.

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