Creative agency network Droga5 has named multi-industry leader Pelle Sjoenell as its worldwide chief creative officer. Known for his award-winning work and creative leadership at BBH Worldwide and Activision Blizzard, Sjoenell is responsible in his new role for driving a future-forward vision for Droga5 globally, one that plays off the intersection of creativity and technology, and one that is very connected to the creative vision at Accenture Song. He will be based in the U.S.
“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,” said 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.”
At Activision Blizzard, Sjoenell was the first-ever chief creative officer where his role was specifically designed 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’s “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.
“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 honor–and a unique opportunity to apply my learnings,” said Sjoenell. “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.”
As worldwide CCO at BBH, Sjoenell oversaw the firm’s creative efforts across its seven offices in Mumbai, Shanghai, Singapore, L.A., NY, London and Stockholm on behalf of brands including Google, Nike, Samsung, Audi, E! and T- Mobile. Also, as founder of the BBH LA office, Sjoenell 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 Sjoenell’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’s “Excite” with BBH London. As jury president in 2009, Droga personally handed Sjoenell the Titanium Lion for “Dig Out Your Soul,” created for Oasis and NYC & Co.
“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.”
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.
Sjoenell 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.
