The Sjonells, who came to Fallon just over a year ago, are the second group of high-profile Swedes to pass through Fallon, the first being Mother/New York founders Paul Malmstrom and Linus Karlsson. Pelle Sjonell was a creative direcotr and CEO of Swedish shop King before Fallon, while his older brother, Calle, the interactive of the pair, was creative director at Starring.
Says BBH executive creative director Kevin Roddy: "I don't think our approach for Axe will change with two new brains versus the one we had before. But what the two new brains will add is even broader thinking. Axe is a brand that we've already pushed into new places for advertising, and this new addition to the team will amplify that tradition. It'll be Axe on steriods, if you know what I mean."