BBH

Felipe Serradourada Guimaraes, ECD at BBH London, is an architect of difference both at BBH and across the wider industry.

In an industry increasingly choked by AI slop, short-term thinking, and suffocating ‘sameness’, Felipe’s non-negotiable principle is that creativity is the single most reliable engine of growth. His mandate is clear: inject more of BBH's creativity and ‘Zag mindset’ into every client business. Felipe is a creative tour de force who has ignited the creative floor at BBH, and championed the agency's founding philosophy: "When the world Zigs, Zag". In 2025, Felipe Serradourada Guimaraes led BBH to one of its best years yet and reinforced his position as a world-class creative leader, raising the bar with creative work that is bold, disruptive and achieves transformative business growth for brands.