Black sheep


Bartle Bogle Hegarty

We are a creative agency obsessed with making brands more valuable

By Bartle Bogle Hegarty

We started in London in 1982 and our first ad for Levi's showed a herd of white sheep looking in one direction and one black sheep looking up and out in the opposite direction. This picture was accompanied by a simple statement that read 'When the world zigs, zag'.

That belief in difference - zagging - is how we change brands and businesses. Zagging wins customers and share. It helps you outmanoeuvre your competitors. It makes your marketing more efficient.

In the last five years, it has made Tesco £4.3bn. It has made Audi £2bn in the last three years alone. It's how we invented lines like “Vorsprung durch Technik” for Audi, “Keep Walking” for Johnnie Walker and “The Web Is What You Make Of It” for Google. And it's why we are IPA Effectiveness Agency of the Year.

Key people

In 2020, we appointed a new leadership team which marked an exciting new chapter in our journey. Stephen de Wolf (Wolfie) became our new CCO; the first appointment in our 38-year history in which BBH hired from outside for the top creative job.

The new team also includes CEO Karen Martin (Campaign’s Ad Suit of the Year), MD Polly McMorrow, Joint CSOs Will Lion and Simon Gregory (Campaign’s Top Ad Planners of the Year) and Head of Production Stephen Ledger-Lomas. They wasted no time in proving themselves a force to be reckoned with, winning Marketing Week Masters Agency of the Year and becoming the most-awarded agency at The IPA Effectiveness Awards.

The Work

We truly believe in the power of partnerships at BBH. From our enduring long-term partnerships with Audi, Tesco and Barclays to our more recent relationships with Burger King and Samsung, we believe in bringing brand and business together. As our founders once said: “Our Objective is effectiveness, our strategy creativity.”

Most recently, we have:

Spread a bit of Christmas cheer with Tesco’s ‘No Naughty List’

Brought emotion and likeability to the car industry with Audi’s ‘Clowns’

Helped Barclays support its customers with their finances

Partnered with Heinz and food charity Magic Breakfast to help make sure school kids weren’t going hungry

From print to TV, OOH and in-store advertising, we hid a ‘Big’ Mac behind every single Whopper shot

The Culture

The black sheep represents our culture, our way of business and the people who work here.

We believe in the power of creativity to make a positive difference not only commercially, but also for people and communities. From demonstrating the importance of first aid skills for St John’s Ambulance, to working alongside Refuge to protect women against domestic abuse and continuing to help Justice4Grenfell fight for justice, we believe in using our powers for good

In 2020 we redoubled our efforts to make our agency and the industry more open and inclusive with a renewed commitment to our D&I goals. We launched a new company-wide D&I survey, partnered with an award-winning D&I consultancy, ran internal and client workshops, made donations to BLM organisations, introduced an in-house Black, Asian or Minority Ethnicities action group and relaunched our onboarding programme. We also started new initiatives to support our employees’ mental health as we adapted to a virtual world and landed a place on The Sunday Times 100 Best Companies To Work For List for the 12th year running.

Read how BBH supports new talent.


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