BBH USA transformed itself through unique creative and a commitment to diversity

Last year was a year of transformation for BBH USA. The year began with BBH New York finalizing its leadership team, which included appointing Chief Strategy Officer Tom Callard, who is now with Blackstone; Chief Creative Officer Rafael Rizuto; and Amani Duncan as president. In July the trio was tasked with leading the newly formed BBH USA, which combined the New York and Los Angeles teams under one entity. In just one year the agency went from having two client accounts to 11 by adding LinkedIn, Google Shopping, Beachbody, Netflix, Mattel Barbie and others, according to Duncan, who was recently named CEO of the agency. See all of Ad Age's A-List 2022 winners here. As a result, the Publicis shop saw double-digit revenue growth. The agency also added 50 new hires, growing staff by 70% in one year. BBH USA went from being a majority white male agency to being 40% racially diverse and 65% diverse in gender—and its creative department is 54% female. Last year, BBH USA gained attention for critically acclaimed campaigns such as the “Glass Ceiling Breaker," which depicted Vice President Kamala Harris in a glass portrait in front of the Lincoln Memorial and its “A Doll Can Help Change the World” and the “The Future of Pink Is Green” campaigns for Mattel's Barbie. The agency also brought back its Black-owned Friday campaign for Google after a successful effort last year that starred singer-songwriter Wyclef Jean. This time around, the agency enlisted the help of singers T-Pain and Normani to create a music video that continued the goal of supporting Black-owned businesses during Black Friday. BBH’s remit with Google Shopping also grew last year as the agency launched a campaign that included shoppable wall murals painted by local artists that bring people to small business websites when scanned on a phone. See all of Ad Age's A-List 2022 winners here Through its entertainment arm, BBH launched Exposure, a Hulu reality competition show created in partnership with Samsung that will be returning for a second season. The agency will also work on shows for Netflix in the near future.

BBH USA transformed itself through unique creative and a commitment to diversity

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