BBH

Will Lion’s mission is to make BBH the home of 'Zag Strategy' in the AI era.

He believes that, in order to build iconic and highly effective brands, the modern CSO must be highly skilled at navigating the tension between humanity and technology. His mandate to the agency is simple: create bold, original strategies “that AI could never”, while harnessing AI to become the most advanced strategy department in the world. Inspired by father of industrial design Raymond Loewy’s MAYA principle, which stands for "Most Advanced Yet Acceptable," Will has established a whole new operating system for the department, called: "Most Insightful, Yet Most Advanced." Focus on human insight but work best with the machines.