BBH Promotes Sarah Watson to Global Chief Strategy Officer

Sarah Watson, the Chief Strategy Officer of BBH New York, has been appointed as the Global Chief Strategy Officer of the BBH Group. She will work alongside Neil Munn, Global Chief Executive Officer, and Pelle Sjoenell, the Worldwide Chief Creative Officer.

Watson will partner with Sjoenell, who was promoted to Worldwide Chief Creative Officer in January, to drive the agency’s Global creative output, creating world-class ideas that drive growth and shape popular culture.

Sarah first joined BBH 14 years ago, originally starting at BBH London as a planner on brands including Johnnie Walker, Vodafone and Levi's.

Sarah was then Head of Planning at DDB London before returning to BBH in 2011, this time as Chief Strategy Officer of the agency’s New York office, a role she will continue to hold. She has since transformed strategy and planning at the agency with an “all killer no filler” mind-set. Embedding strategy deep into the creative process, she pushes for bigger and more resonant ideas across all media. Over the years, Sarah's strategic excellence led to the creation of award-winning work for clients like PlayStation, Netflix, Seamless, Johnnie Walker and Cole Haan.

Sarah is passionate about finding and championing strategic talent from a wealth of backgrounds. She was responsible for spearheading BBH NY’s ‘Griffin Farley Search for Beautiful Minds’ – a three-day mentorship program culminating in a talent showcase in honour of a late colleague. She has served on juries for both creative and strategic awards including the Effies and the ADC. Earlier this year, Sarah was announced as the first Ambassador for Cannes Lions’ ‘See It Be It’ programme, an initiative which aims to develop high-potential creative women and bring them to the attention of the industry. She has been a Trustee of Fawcett, the UK's leading gender equality campaigning organisation and works with similar groups in the US.

Neil Munn, Global Chief Executive Officer said: “Sarah brings a wealth of brand experience, lots of creative ambition, and a very progressive view of marketing and business. She is the embodiment of The Black Sheep.” 

Pelle Sjoenell, Worldwide Chief Creative Officer said: “I cannot think of a better partner in crime than Sarah Watson. I have always looked up to her professionally, intellectually and as a leader. She is the kind of person I want to impress.”

Sarah Watson commented: “For me, BBH isn’t a job, it’s more like a calling. BBH is founded on the power of having the three different voices of creative, account management and strategy shaping the work. I am immensely proud to be part of the team taking this into the next generation. ”