Pelle Sjoenell, the Executive Creative Director of BBH Los Angeles, is to become the Worldwide Chief Creative Officer of the BBH Group. He will lead the business in partnership with CEO Neil Munn.
Commenting on Sjoenell’s appointment, Sir John Hegarty said, “Personally, I’m absolutely delighted that Pelle is now stepping forward to lead BBH creatively. BBH has always been driven by outstanding creativity. Celebrating that and ensuring it continues in a world of expanding needs and opportunities, requires us to not only hire the best creative people possible, but also to be led by the best. That's why I'm excited by the appointment of Pelle Sjoenell as our new Worldwide Chief Creative Officer.”
Sjoenell joined BBH in 2007 and spent three years at BBH New York before opening the BBH LA office, where he remains Executive Creative Director. In New York, he was behind award-winning work including "Oasis - Dig Out Your Soul in the Streets" - which won the Titanium Lion at Cannes, “Clean Your Balls” for AXE - the most talked about campaign in social media in the year that it launched, and “Dear Sophie” for Google - which was named Time Magazine's Best Ad of the Year.
Sjoenell launched the BBH LA office in 2010 with the ambition to explore the intersection of advertising, entertainment and technology. In 2014, he led the relationship with SB Projects to launch The Creative Studio. Partnering with Scooter Braun, one of Time’s 100 Most Influential People in the World, The Creative Studio pairs BBH thinking with a creative powerhouse that spans music, technology and entertainment.
Prior to BBH, Sjoenell climbed the ranks to become CEO of KING (previously TBWA Stockholm). After opening offices in London and Finland, he set off for Minneapolis and Fallon. During his career Pelle has won numerous awards for his creative work, including 18 Cannes Lions and the prestigious GRANDY at the ANDYs. His work is also featured in the permanent collection at the MoMA.
Sjoenell said, “I fell in love with advertising because of a Levi’s ad that BBH created when I was a teenager. I’m delighted and extremely honoured to be taking the creative helm of this great agency. Only white sheep can be herded. To lead black ones, you have to be one."
Alexandre Gama stepped down from the role post the end of his earn out contractual phase, following the Publicis Groupe deal made in 2012 when he sold his company shares alongside BBH founders. As already communicated, Gama will remain focused on expanding and developing the NEOGAMA business in Brazil, connected to Publicis Groupe and dedicated to his other ventures as investor and founder – BAC-Briggs Automotive Company, based in Liverpool and VIOLAB, a music company started last year in Brazil.