Rosie Collins Joins BBH London as Head of Strategy
BBH London has appointed Rosie Collins as head of strategy. Reporting to Will Lion and Simon Gregory, the agency’s joint chief strategy officers, she joins from Ogilvy London, where she has been global strategy director for the past two years.
In her new role, she will build on the department’s success by opening it up to new skills, processes and viewpoints, while maintaining its obsession and track record with effectiveness (BBH has won IPA Effectiveness Company of the Year twice consecutively).
Her vision is to bring a new generation of diverse talent into BBH from unexpected places, creating a group of extraordinary and happy strategists who are equipped and empowered to create culture-shaping, standout work that works. She will oversee a team of 30 strategists across different strategic capabilities, including brand, communications, CRM, editorial, data and customer experience.
With 17 years industry experience, Rosie has a proven track record of working in above the line, integrated and digital agencies developing brands that are culture-shaping and play an active and authentic role in people’s lives.
She has extensive blue chip client experience, having worked on a range of big brands including Dove, GSK, Wickes and BMW and a passion for identifying and developing advertising’s next generation of talent.
At Ogilvy London, Rosie has been leading global strategy on Dove, working to modernise the brand’s purpose with the new platform, ‘Let’s Change Beauty’. She has also been developing the purpose and campaign platform for the UK launch of Shea Moisture. Within the WPP network she has played a key role in developing thought leadership and insight into the Black, Asian and minority ethnic consumer, as well as diversity and representation within the beauty industry.
In 2020, Collins worked on UK Black Pride’s integrated digital, social and PR campaign ‘This is Me. This is Home’ to mark the 15th anniversary of Black Pride – Europe’s largest celebration for LGBTQ+ people of colour. The campaign speaks of her commitment to bringing the stories of consumer groups who are less represented to life, in an authentic and empathetic way.
Before joining Ogilvy, Rosie was strategy director at DigitasLBi and part of Publics One for GSK, where she worked across an array of clients. Prior to that, she held senior planning roles at Iris Worldwide, Dare, VCCP, JPMH. She began her career as a graduate/junior planner at EHS Brann in 2004.
Whilst at Iris Worldwide, Rosie was responsible for reinvigorating the well-loved UK home improvement brand, Wickes. Moving the brand on from its trade-focused line, ‘It’s got our name on it’, to a DIY audience and deeper emotional statement of intent with ‘Let’s do it right’. Her thinking inspired deeper emotional insights into the everyday nesting habits of the British consumer, leading to a series of highly relatable and humorous campaigns that continue to set the brand apart from the likes of Homebase and B&Q today.
Will Lion and Simon Gregory, chief strategy officers at BBH London, said: “We are properly thrilled Rosie will be joining us to take on this pivotal role. Her experience, energy and excitement about finding fresh thinkers are going to make a huge impact on BBH in the 2020s and will keep us zagging."
Rosie Collins said: “Joining BBH to help run the Strategy team at this point in my career is an incredible and exciting opportunity. I can’t wait to get stuck in. The creative and strategic ambition of the people within the agency is inspiring. I’m really looking forward to working with everyone and especially looking forward to helping BBH continue to build one of the most respected strategy departments in the world.”