Agathe Guerrier

Global Co-Chief Strategy Officer at TBWA Worldwide

Los Angeles, United States

My Latest Work

SEE ALL WORK

It’s easy to connect, with a little help (short)

It’s easy to connect, with a little help

Simple Harmony

The Cycle

About me

Hello, I'm AG. I’m a creatively-driven brand strategist at heart, as well as a true hybrid. My experience spans commercial thinking, social, experience design, content publishing, entertainment and product innovation. I also love building teams.

Sector Experience

Awards

People I worked with

David Kolbusz

Chief Creative Officer

Orchard

Ngaio Pardon

Strategic Business Lead

My Work

SEE ALL WORK

Guerrilla Kisses

BRAND:

Axe/Lynx

AGENCY:

BBH

Don't Rely on Fate / Soulmates

BRAND:

Axe

AGENCY:

BBH

Call To Arms (Extended Version) / Peace

BRAND:

Axe/Lynx

AGENCY:

BBH

Call To Arms

BRAND:

Axe/Lynx

AGENCY:

BBH

Use in Moderation / The Aftermath

BRAND:

The Guardian

AGENCY:

BBH

Positions

GLOBAL Co CSO

TBWA\Worldwide

Global

March 2020 - Present (4 years 1 month)

Head of Strategy

BBH LA

West Hollywood, United States

June 2016 - March 2020 (3 years 9 months)

Description

Back at BBH for round 2!
My areas of focus are:
- Building the agency model of the future through our new venture in IP development, without or without brands, but in any case leveraging the BBH story-telling expertise;
- Making great work that works for Google, NBC Universal and our other strategic partners
- Agency growth through organic and new business development
- Growing and mentoring a team of progressive, bad ass strategists.

Strategist

Tiny Warrior

United Kingdom

November 2015 - May 2016 (6 months)

Description

Senior strategic consultant for creative agencies, progressive brands and start ups.
Projects included:
- Research and Innovation projects for Boots/ Walgreens and Sony Music, via Redscout
- Alexander McQueen brand platform
- Helping start-up founders define their product and strategy (Sidekick, Mucho)

Managing Partner

BBH

London, United Kingdom

June 2014 - October 2015 (1 year 4 months)

I was part of the agency’s leadership team, collectively responsible for the extensive restructure of the BBH business at the start of 2015, and personally led agency-wide initiatives such as a vast up-skilling programme called BBH Skills. The programme was initially developed in London, then rolled out to Mumbai and Singapore.

It’s easy to connect, with a little help (short)

BRAND:

Mentos

AGENCY:

BBH

It’s easy to connect, with a little help

BRAND:

Mentos

AGENCY:

BBH

Simple Harmony

BRAND:

Axe/Lynx

AGENCY:

BBH

The Cycle

BRAND:

Axe/Lynx

AGENCY:

BBH

Sydney-Shanghai

BRAND:

Guardian Global Development

AGENCY:

BBH

London-Lagos

BRAND:

Guardian Global Development

AGENCY:

BBH

Paris-Mumbai

BRAND:

Guardian Global Development

AGENCY:

BBH

Head of Strategy

BBH

London, United Kingdom

June 2014 - October 2015 (1 year 4 months)

I led an extended group of 45 people, with 20 direct reports. In my time as head of department, I brought the ‘Connected Specialisms’ model to life by building networks and partnerships across the discipline, helping bring brand strategists, UX experts, data and content specialists together into a single strategic collective. I also created new tools and systems to improve the quality of our training, recruitment, and on-going talent development

Head of BBH Labs

BBH

London, United Kingdom

June 2013 - October 2015 (2 years 4 months)

I joined the Labs team in 2010 and the first year was spent building BBH’s social proposition (with the Yeo Valley project). As the leader of this team, I designed and ran a series of digital up skilling programmes for the BBH network, created a new agency process, and over-hauled our content publishing strategy.
In partnership with BBH ZAG and Ladder, we developed a marketing agency proposition for the start-up market, leading to a few successful projects (World of Tanks, Geronimo).

Strategy Director, Partner

BBH

London, United Kingdom

May 2010 - October 2015 (5 years 5 months)

I led the strategy on a number of BBH's biggest and most creatively progressive clients: Axe (4 years), the Guardian (2.5 years), Tesco and Perfetti Van Melle in 2015.

Strategist

Mother London

London , United Kingdom

May 2007 - December 2009 (2 years 7 months)

Description

I was part of the team who won the pitch and developed the new strategic positioning and work for the launch of Stella 4% and the relaunch of Stella Artois masterbrand. I also worked on Boots (‘Moment of Truth’) & Dr Pepper (‘What’s the worst that could happen?’).

Account Manager

BETC Paris

Pantin, France

January 2005 - May 2007 (2 years 4 months)

We initiated the repositioning of the Canal+ brand across key editorial pillars, and I was part of the experimental unit of the agency, ‘Le Labo’. We developed new content platforms such as micro-sites (which was cool in ’05) and Air France’s mobile app, the first ever app created for an airline (still cool).