BBH Singapore CCO Joakim Borgström transitions to global role

BBH Singapore chief creative officer Joakim Borgström (pictured) will succeed Pelle Sjoenell as worldwide CCO. Sjoenell is stepping down from his role to join Activision Blizzard as global video game developer, publisher and distributor.

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 lead creative role at the end of 2016. Under his tenure, the agency has produced broad ranging examples of modern creativity such as "Human Catalogue" for IKEA and "Go BKK", "Hypercourt" and "Battle Force Live" for Nike. Earlier this year, the agency launched an innovative new storytelling format in the form of the Nike Women Instazine - a sports magazine built for the social media generation.

Prior to BBH, Borgström held leadership roles at ad agency Goodby Silverstein & Partners in San Francisco, Wieden+Kennedy Amsterdam and DoubleYou in Barcelona. Borgström said: “I feel honoured and humbled to have been given the responsibility to carry the Black Sheep flag and walk it into the future. I couldn’t be more excited about the opportunity. If this is a dream, please don’t wake me up.”

Meanwhile, Sjoenell joined BBH in 2007 and spent three years in New York. He was behind the launch of BBH Los Angeles that now works with Samsung, Google, T-Mobile and E! among others. He was elevated to worldwide chief creative officer of BBH in 2016. According to Sjoenell, Activision and the future of gaming hits right where his dreams and passions have always lied.

“To lead BBH creatively has been the honour of my life. To have worked alongside global CEO Neil Munn, my partner in crime, and had the mentorship of Sir John Hegarty, my hero, has been absolutely incredible and I am eternally grateful," Sjoenell said.

"To pass this baton to Borgström 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," he added.

Meanwhile, Munn said Sjoenell has been with BBH for over a decade and has made a substantial contribution to the business in that time. Apart from setting up the office in LA, Munn added that Sjoenell has also nurtured the agency's 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 Borgström 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. Borgström’s progressive view on creativity is sure to be an energising catalyst for the whole of our business," Munn said.

Just recently, BBH Singapore bid goodbye to long-time client IKEA Southeast Asia after holding the account for six years. Following a four-month closed door pitch process, IKEA appointed TBWA\\Singapore as its new lead creative agency for Southeast Asia for a period of three years.