Agathe GUERRIER

Head of Strategy | BBH

AG's career in brand strategy spans Paris, Tokyo, London, and Los Angeles as well as a breadth of different disciplines including business strategy, innovation and marketing R&D, communications and engagement planning on top of pure brand thinking.

A trained ethnographer and yoga teacher, Agathe has experience both on the agency side (BETC, Mother, Work Club, Redscout) and as a consultant, having worked directly directly with a diverse set of clients, from food start-ups through to fashion houses (Alexander McQueen) and hotel chains (Accor).

In her previous BBH life, AG was Managing Partner and Head of Strategy of our London office, leading a team of 60 people and running learning and development for the agency. She also headed up BBH Labs, the agency's R&D unit, and helped set up the agency's social function.

As Head of Strategy of BBH Los Angeles, AG is part of the agency’s management team and leads upstream strategic thinking for key client partnerships (T-Mobile, Google, NBC Universal), as well as new business pitches. She is also frequently called upon as one of the best-in-class business strategists within Publicis Groupe globally.

 

Her creative highlights include Axe (Apollo, Peace, Soulmates), the Guardian (Own the Weekend, Membership), Mentos (Mentors), Boots (Here come the Girls) and Canal+ (March of the Emperors).

questionnaire

What was your very first job? 

My very first job was at the Bon Marché, a fancy department store in Paris. I worked as a sales assistant in the lingerie department and it gave me my first taste for social science. From the ladies who came in after cancer surgery to try and make peace with their bodies, to the gentlemen shopping for two gifts (one for the wife, another for the mistress) on February 12th, every day was a fascinating slideshow of human experience.

 

Please describe, in your own words, what your job is and what work it entails. 

I am the Head of Strategy for BBH LA, which means I am in charge of the agency's overall strategy, of the mentorship and care of the strategists on my team, and of leading upstream strategic thinking for key agency clients. 

 

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

After leaving college, I initially believed I wanted to go into academia, but quickly realized it wasn't the right environment for me. I was craving collaboration, the feeling of a team around me, and variety. After a few other jobs in the research and marketing world, I found my way to a creative agency in Paris (BETC Euro RSCG). It felt like home immediately and I haven't looked back since.

 

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

I am fascinated by the internet and the way it manipulates and creates pop culture. The way we use and abuse media is always changing, and so there is always more to learn and more to find inspiration with.

 

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

It would probably be the work we did for the Guardian while at BBH London. The client really welcomed our input on their business as well as their communications strategy and allowed us to not only create original creative output, but also help them keep the paper afloat at a time of intense transformation (with audiences shifting from print to digital, and revenues dwindling). It felt like big work, important work, and smart work. 

jury

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