Accenture Song creative agency, Droga5, has appointed Pelle Sjoenell as its new worldwide chief creative officer, effective immediately and based in the US.
Sjoenell founded BBH LA in 2010 as ECD and became worldwide chief creative officer 2016. In 2019, he became the first-ever chief creative officer of Activision Blizzard, where his role was specifically to drive marketing innovation and creativity across the world’s most successful entertainment gaming franchises, including Call of Duty, World of Warcraft, Diablo, Overwatch, and Candy Crush. Under his leadership, Activision Blizzard achieved a record-breaking number of creative marketing awards, surpassing all its previous years combined, for award-winning campaigns including Heinz’ Hidden Spots in collaboration with Call of Duty, Veteruns for The Call of Duty Endowment, and Scratch Boards for Tony Hawk’s Pro Skater 1 + 2, among many others.
As worldwide CCO at BBH, Sjoenell oversaw creative across its seven offices in Mumbai, Shanghai, Singapore, LA, NY, London and Stockholm for some of the world’s most renowned brands, such Google, Nike, Samsung, Audi, E! and T- Mobile. Also, as founder of the BBH LA office, Pelle spearheaded the agency’s branded entertainment and earned media strategic initiatives, including the launch of BBH’s joint venture with entertainment talent mogul Scooter Braun called The Creative Studio. Under Pelle’s leadership, BBH won over 30 Cannes Lions, including two Cannes Grand Prix Lions for House of Cards’ FU 2016 with BBH New York, and Axe Excite with BBH London. Under his creative leadership, the agency won the Titanium Lion for Dig Out Your Soul, for Oasis and NYC & Co and was named one of the Planet’s Best and Bravest Agencies in 2019 by Contagious Magazine.
At Droga5, he will be responsible for driving forward the creative vision of Droga5, that brings creativity and technology together, and is very connected to the creative vision of Accenture Song.
“Since its inception, Droga5 has been a creatively led company – it’s been seventeen years of originality, relevance and positive influence. And with Droga5’s continued expansion, it is more necessary than ever that we have a Worldwide CCO to help unite, inspire, and rally all our incredible offices into one exciting future,” stated Droga5 founder and Accenture Song CEO, David Droga.
“I have long admired Pelle across different geographies and companies. In fact, I have tried to hire him on many occasions. He is a true client problem solver and has the tech experience and humility that only the very best creative leaders possess. I feel spoilt by the creative leadership across all our offices and look forward to adding his immense talent and character to the Droga5 family.”
“I knew that when I left to go client side, I had unfinished business in the agency world, so to be asked back in by David Droga himself to take care of the agency with his name on it is such an honour – and a unique opportunity to apply my learnings,” Sjoenell stated. “Droga5 and Accenture Song’s combined offering is a paradigm shift for our industry. Joining this creative powerhouse with its global network of exceptional talent and clients is a thrilling opportunity to dig back into shaping the future of our industry. I have admired Droga5 since David opened its doors and I’m thrilled to work with all the stellar teams and clients around the world.”
“Choosing to work with Pelle is another version of choosing to work with David,” said Annette King, global lead, marketing at Accenture Song. “After reaching the 30-years-in-the-industry mark, I’ve earned the right to work with the best creative brains and characters in the world. Pelle and David are those people. Together we will take Droga5 forward and it will win and grow. Lucky me.”
Sjoenell will be expected to uphold Droga5’s reputation as a leading creative agency. It was named Agency of the Decade by both Adweek and Ad Age. Last month, the agency was honoured at the Ad Age A-List Award and won three Grand Prix at Cannes Lions’ Dubai Lynx Awards earlier this month. Droga5’s previous global CCO was Neil Heymann, who is now the global CCO at Accenture Song, which is now the world’s largest tech-powered creative company, having grown from the 4th largest player in global advertising and marketing to number one in just over two years. Pelle currently serves on the board of governors for Otis College of Art and Design, and is also the co-author of the non-fiction book, The Art of Branded Entertainment, in 2018
