BBH London Announces Felipe Serradourada Guimaraes as Executive Creative Director

BBH London has promoted Felipe Serradourada Guimaraes to executive creative director. In his new role, Felipe will continue to lead creative direction on Tesco, while overseeing the creative output across BBH London clients, with an ambition to make iconic work for brands that need it. He will also manage the day to day running of the creative department, alongside global CCO Alex Grieve, to help steer the agency through a new chapter of creative excellence. 

Over the last year, Felipe has been a creative tour de force for BBH London, creating work that Zags, delivers impact for clients and sets the bar for creativity. 

He ripped up the OOH rulebook with Tesco ICONS and with a gingerbread packed festive hit, helped Tesco achieve its highest Christmas market share since 2016. He developed a couture-meets-crockery crossover with F+F, created a brand refresh for Tesco Mobile and gave the iconic meal deal the spotlight it deserves. 

For Burger King, he launched Foodfillment, a brand platform that explored the ultimate feeling of food satisfaction. Bundles of Joy featured real images of mums choosing to chow down on a Whopper moments after giving birth. Conversation around the campaign caught fire, with weeks’ worth of (gender divided) discourse that garnered national headlines from the likes of Daily Mail, Independent and Mirror. 

And for Paddy Power, he helped deliver the brand's first festive spot with ‘A Shirt Is For Life, Not Just For Christmas’, supported by OOH that roasted footie fans on their home turf with an eye for craft that could make your eyes water. In 2024 BBH London was also behind some of Paddy Power’s most engaging stunts, creating the  Ballon D’Art at the World Dart Championship and winning at the Euros with the Danny Dyer fronter ‘Europe’s Favourites’, named the tournaments most effective ad by System1. 

He will report into Alex Grieve, global CCO. 

Alex Grieve, global CCO of BBH said, "Promoting Felipe to ECD of BBH is probably the easiest decision I've had to make in my career. He is a Creative tour de force. He hasn't just raised the bar creatively, he has sent it into outer space. Felipe cares deeply about the work; he cares passionately about people. Above all, he knows what it will take to return BBH to the very top because, after 13 years as a Black Sheep, he knows BBH and what excellence truly looks like. All roads lead to the work and Felipe will drive us there."

Felipe first joined BBH as part of the agency’s creative placement scheme in 2010, rising through the ranks before leaving to join RGA as an associate creative director on Beats by Dre, Google and Nike. He returned to Kingly St in 2016 and since then has been behind some of the industry’s most infamous campaigns, from the AXE Apollo Space Academy which won Gold at Cannes Lions, to the D&AD Pencil winner Kiss with Pride for Absolut and the British Arrows multi Gold winner ‘Tunnels’ for Virgin Media. 

Felipe Serradourada Guimaraes, ECD BBH said, “I was born and bred at BBH. Over the last 13 years I’ve learnt from the greats that have walked the corridors at Kingly St, I've worked on pretty much every account the agency has had and given my all in pursuit of making BBH the home of creative excellence. I feel like I know what it takes to get the agency to the top and it's an absolute honour to lead BBH into its next chapter, one that I hope will turn heads and make people think… How the hell did they do that?! Now it’s time to get it done.”

Karen Martin, CEO, BBH said, “For BBH, there is one thing that stays the same, and that’s our relentless belief in the power of creativity. Always. It’s what solves business problems for our clients. It’s the fuel that can transform their brands. It’s the advantage we have over our competitors. It's all we have. And my god does Felipe bring it in spades. He’s been behind our biggest, most talked about campaigns and I am beyond excited to see where he'll take our agency, and our clients, in the future.”