Creative agency BBH London has named Felipe Serradourada Guimaraes as executive creative director, promoting him after a ‘creative tour de force’ in 2024.

In his new role, Guimaraes will continue to lead creative direction on the agency’s flagship Tesco account, as well assuming the day-to-day running of the creative department alongside global chief creative officer, Alex Grieve.

Over the past year, Guimaraes helped produce numerous big-name works for BBH, including Burger King’s popular ‘Foodfillment’ platform, as well as Paddy Power’s ‘A Shirt Is For Life, Not Just For Christmas’.

“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,” Grieve said.

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“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.”

Reporting into Grieve, Guimaraes takes up the ECD role after spending more than a decade at the agency, having first joined via a creative placement scheme in 2010.

Guimaraes added: “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.”