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BBH global creative boss Pelle Sjoenell departs to join the maker of Call of Duty


By Jennifer Faull, Deputy Editor

September 25, 2019 | 3 min read

Pelle Sjoenell has departed BBH for Activision Blizzard with Joakim Borgström, currently chief creative officer at the agency’s Singapore office, stepping into the global role.


Pelle Sjoenell

Sjoenell joined BBH in 2007. Following a stint in New York he launched its Los Angeles office before being promoted to worldwide chief creative officer in 2016.

Though he said in a statement that he “never thought I’d do anything else after 12 years”, he is leaving for Activision Blizzard where he will take up the chief creative officer role, working on its gaming titles including Call of Duty and Candy Crush Saga.

“Activision and the future of gaming hits right where my dreams and passions have always lied,” he added. “To pass this amazing baton to Jab feels so damn good. He’s someone I have looked up to and been inspired by throughout the years and I feel very confident that the Black Sheep will be in the hands of a great creative leader and shepherd.”

Borgström has worked in the industry for two decades and has spent the last five years of his career at BBH. He started out as group creative director at BBH London in 2014, before moving to Singapore to take up the top creative role at the end of 2016.

Prior to BBH, Borgström held leadership roles at Goodby Silverstein & Partners in San Francisco, Wieden+Kennedy Amsterdam and DoubleYou in Barcelona.

BBH’s global chief executive Neil Munn, said: “Pelle has been with BBH for over a decade and has made a substantial contribution to our business in that time. He set up our thriving office in LA and has nurtured our accelerating presence across North America. Of course, you never want to lose a great leader, but we do so with excitement for what lies ahead in his next chapter, and a sense of pride in what he will go on to achieve.

“I am delighted that we are able to promote Jab into the Worldwide chief creative officer role. He is proven on the global stage and, after five years as a Black Sheep, is already a fine carrier of the BBH creative flag. Jab’s progressive view on creativity is sure to be an energising catalyst for the whole of our business.”


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