Gen Kobayashi


Gen Kobayashi’s strategic leadership has transformed Engine into a creative force to be reckoned with, and in 2021 he led stand out effective, innovative work for clients that is future proofing their brands.

His “Truth and Friction” creative philosophy led Engine to create the “Long live the Prince” work where young football star Kiyan Prince returned as a virtual player in Fifa 21 on the 15th anniversary of his death. Meanwhile, the agency’s work Santander boosted applications by 24% year on year.

The agency enabled EON to set the agenda on sustainability as a 100% renewable energy provider; advanced Sky’s mission to go net-zero by 2030 with a fully net-zero campaign; got Royal Navy to drive conversations around inclusivity; led new client Greene King through a brand transformation; and enabled the Alzheimer’s Society to disrupt the care system.

Gen also steered Engine to win new clients such as Pizza Express and WWF and expand client relationships, with Santander, the UK government and Lowell.

Gen is a renowned DE&I game changer and in 2021 he worked to encourage more diversity of thinking and talent in strategy by partnering with the APG to encourage strategists to create more inclusive work. Gen has turned Engine Creative’s strategy department into one of the most famous in the industry. Gen’s innovative strategic thinking has been key to the rapid evolution of Engine and is boosting client business and advancing the wider industry.