BBH

Saskia Jones, Deputy CSO at BBH, has driven creative and strategic excellence for BBH and its clients for over a decade. Starting her career in the data and analytics team, she quickly rose through the ranks to Head of Strategy last year and then getting promoted to Deputy CSO in 2025. Her innovative thinking and strategic vision has shaped iconic and highly effective campaigns for major brands including Tesco, F&F and Paddy Power and she has led Burger King’s repositioning, returning the Whopper to cultural relevance.

Saskia recognises the need for creative difference - or for brands to Zag - has never been more urgent. As marketing gets increasingly bogged down in short-term thinking, AI slop, and 'sameness’, the competitive advantage of being different has never been greater. Saskia’s mission in 2025 was clear: Inject more creative difference, or more Zag, into clients' businesses to help them grow into iconic brands. Saskia delivered on that mission, leading BBH clients to transformative growth and BBH to one of its best years yet commercially and creatively. She did this by ensuring that difference is the non-negotiable north star at BBH and ensured every creative output was targeted at the client's bottom line.