• by Richard Whitman , Columnist, January 26, 2016

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. 

Of the 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.” 

Pelle 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, Pelle 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, and “Dear Sophie” for Google, which was named Time Magazine's Best Ad of the Year. 

Pelle launched the BBH LA office in 2010. In 2014, he led the relationship with SB Projects to launch The Creative Studio. Working with Scooter Braun, The Creative Studio combines BBH thinking with Creative Studios focus on music, technology and entertainment. 

Prior to BBH, Pelle was CEO of KING, previously TBWA Stockholm. After opening offices in London and Finland, he moved to Minneapolis to work at Fallon. Pelle has won several awards, including 18 Cannes Lions and the GRANDY at the ANDYs.  

Of becoming Worldwide CD, Pelle 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 honored 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."