“I had the pleasure of working with Agathe on the Guardian business for just over a year. Passionate, creative, principled, empathetic and incisive, Agathe brings a fantastic blend of skills to any team and task. I particularly admire her fighting spirit and conviction, which is always delivered with elegant precision and sensitivity. A brilliant business partner, mentor and counsel, Agathe is a delight to work with.”
Los Angeles, California, United States
Contact Info
2K followers
500+ connections
Los Angeles, California, United States
Contact Info
2K followers
500+ connections
About
Strategist and leader celebrating two decades of marketing, brand and comms experience…
Activity
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This is a proud moment for the whole team at Calvin Klein - and I mean the whole team. We are working as ONE, across roles and geographies, on the…
This is a proud moment for the whole team at Calvin Klein - and I mean the whole team. We are working as ONE, across roles and geographies, on the…
Liked by Agathe Guerrier
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I'm really fortunate, privileged and happy to be at the Cannes Lions International Festival of Creativity this week. I'm not going to do the usual…
I'm really fortunate, privileged and happy to be at the Cannes Lions International Festival of Creativity this week. I'm not going to do the usual…
Liked by Agathe Guerrier
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Complexity is top of mind for most people in our industry. I'll be talking about how we overcome it at the Omnicom Media Group Cove with Mark Holden,…
Complexity is top of mind for most people in our industry. I'll be talking about how we overcome it at the Omnicom Media Group Cove with Mark Holden,…
Liked by Agathe Guerrier
Experience & Education
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180 Global
View Agathe’s full experience
See their title, tenure and more.
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Volunteer Experience
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Brand story helper
Ministry of Stories
- Present 9 years 5 months
Education
I've been lucky enough to help the Ministry of Stories team develop and tighten its brand strategy.
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Big Sister
Big Brothers Big Sisters of America
- Present 6 years 11 months
Children
I mentor a teenager, helping broaden her horizons and guide her towards a college admission. Also, we go see blockbuster movies and eat vegan pizza a lot.
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Researcher and State Captain
Demand the Vote
- Present 7 years 6 months
Civil Rights and Social Action
I am part of a team focused on ensuring electoral and civic rights are upheld in the United States.
Publications
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The difference between right and interesting
AdForum
See publicationBeing a strategist isn't just about being right. And there’s no point in being right alone.
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If creativity is a muscle, shouldn't we exercize it more than once a year?
WARC
See publicationSuper Bowl is US advertising’s biggest event, but it shouldn’t become the only event. BBH LA’s Agathe Guerrier looks back at this year’s crop of ads and wonders whether keeping creative excellence, big ideas and big budgets, for just one moment in the year has led to advertising not practicing those qualities more often. Here’s why every brief should be a World Cup final.
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Managing the Unmanageables: Tips on Running a strategy department
WARC
See publicationBen Shaw was appointed Head of Strategy at BBH London. He asked me for some tips. Here they are!
Projects
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Quibi advertiser strategy
- Present
See projectWe helped Meg Whitman and Jeffrey Katzenberg's Quibi achieve their pre-launch advertiser investment goal of $100m (and counting), by developing their strategy for the monetization of the platform. Blending media, innovation and partnership, our approach was to focus on a small number of exclusive brand sponsors and partner closely with them to develop the future of mobile storytelling - across IP and advertising.
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Axe Peace
See projectAxe Peace was a cross category product launch and the main global campaign of ‘14 for Axe. We led both the product and communications development. Axe Peace delivered on average 9% more sales than the previous year’s innovation, and won a Silver Global Effie.
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Guardian Own the Weekend
See projectOur on-going ‘Own the weekend’ campaign has genuinely turned around the fortunes of a category everyone considered as dying. It has grown yoy circulation of both the Saturday Guardian and the Observer for the first time after 6 years of decline, and sticking to a single creative platform through time allowed us to test, learn and multiply its commercial performance by 10 from the 1st to the 5th iteration (I haven’t made this up).
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Kronenbourg Slow the Pace
See projectOur 'Slow the Pace' campaign for Kronenbourg had an immediate impact on brand equity, taking us from 5th to 2nd favourite premium lager amongst the target audience in only 3 months. It also convinced Tesco to relist Kronenbourg after 12 months off the shelves, leading to a rapid uplift in sales.
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Canal+ / Relaunch of Cinema Proposition
See projectIn 2007 we were faced with the challenge to articulate Canal+'s unique cinema proposition in a way that would feel relevant in a new media landscape where time exclusivity had stopped being a differentiator. This campaign focused on the editorial point of view of Canal+ as curator and led the way to a profound re-energization of the brand. It also won a Gold Cannes Lion for Film in 2008.
Languages
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English
Native or bilingual proficiency
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French
Native or bilingual proficiency
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Spanish
Professional working proficiency
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Japanese
Limited working proficiency
Recommendations received
1 person has recommended Agathe
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