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.
Effie UK and Ipsos Report Concludes Marketing Industry Should Do Its Part To Heal Societal Divisions
Society has never been more divided, according to a new report Healing the Divide in which Effie UK and brand and advertising experts from Ipsos explored brands’ role in shaping society and healing societal divisions.
The report details how instability, inflation, and COVID recovery —the convergence of multiple interconnected crises around the world that coincide with and amplify each other, causing hard to resolve systemic challenges, have become the norm over the past few years. As a result, the use of division as a weapon is now a major theme in today’s culture and politics, and sadly 47% of the UK and 49% of the US agree with the statement that “Within my lifetime, society in my country will break down,” according to Ipsos Global Trends 2024.
While some brands have tried to respond to this, the report finds responsible marketing is now threatened by weaponized division. It points to the World Federation of Advertisers’ decision to shut down the Global Alliance for Responsible Media following an antitrust lawsuit filed by Elon Musk’s X, combined with DEI rollbacks, as significant setbacks.
The report says these setbacks underline the importance of marketing in solving collective problems, such as climate change, food security, and harmful online content. It also points to a need for marketers to take more interest in and more responsibility for healing divisions.
Research claims marketers are ideally placed to build and rebuild the antidote to division (trust, empathy, a sense of control, connection and collaboration). According to the Ipsos Veracity index of trusted professionals, society is becoming more trustworthy of advertising executives. Additionally, 57% of Britons agree that brands should communicate their... Read More