BBH USA Expands Creative and Design Practice

Building on a landmark year, BBH USA today announced the expansion of its creative department with three key leadership appointments. Ryan Atkinson joins as head of design, while Alex Booker and Estefanio Holtz have been appointed as co-heads of creative, reinforcing the agency’s commitment to craft and design-led creativity. Effective immediately, all three will report to Erica Roberts, chief creative officer of BBH USA.

“Ryan, Alex and Estefanio bring exactly the kind of creative energy and leadership that fuels BBH USA,” said Erica, “Their craft, curiosity, and creative firepower will help us build brands with even more cultural impact and staying power.”

BBH USA has had a headline year - welcoming fifteen new brands (Bacardi Rum, Patron, Grey Goose, RC Cola, and Goodyear), winning seven major pitches, and growing headcount by over 50%. To build on that momentum, the agency is deepening its investment in storytelling and design. Ryan will oversee the continued expansion of BBH’s design practice; Alex and Estefanio step into new roles as co-heads of creative; and Jameson Rossi joins as executive creative director, leading the creative output for Arby’s.

“Our momentum at BBH is driven by people who believe in the power of creativity to move brands and culture,” said Steven Panariello, CEO of BBH USA. “Ryan, Alex, and Estefanio are exactly that - a group that will elevate our work, inspire our teams, and help our clients grow.”

Ryan Atkinson is a multidisciplinary designer and creative director. Before joining BBH USA, he served as group creative director at Jones Knowles Ritchie, with prior leadership roles at McCann, Frost Design, Proto, BBDO, and R/GA. He has shaped global brands and identities for Coca-Cola, Yahoo, Mastercard, Visa, Sony, and Heinz, earning recognition from D&AD, Cannes Lions, The One Show, ADC, and Clios.

Ryan said, “BBH has built its legacy on work that makes people look twice - and that’s exactly why I’m here, to build a design team whose work zags. Creating systems and identities that are enduring, memorable and unconventional - the only way black sheep could.”

Alex Booker is an award-winning creative director with more than two decades of experience shaping brands at the intersection of creativity, culture and technology. His return to BBH USA, where he previously led PlayStation, comes after several years as ECD at BBDO NY and Mullen Lowe, leading brands like Neutrogena, Bacardí, OKX, Footlocker, Ford, and E*TRADE. His work has been recognised at Cannes Lions, D&AD, Clios and The One Show, and he has spoken at SXSW and Cannes with artists like Boi-1Da and Will.I.Am on the future of AI in creativity.

Alex said, “With so much momentum, it feels like the perfect time to return and help this incredible team shape the next chapter of BBH. The ‘Zagging when others zig’ mentality has stuck with me for the last decade, and I can’t wait to lean into it even more as we turn up the creativity for brands that refuse to be quiet.”

Estefanio Holtz is a Brazilian-born multidisciplinary creative whose work blends storytelling, design, and culture. He has served as executive creative director at BBH since 2022. Before joining BBH, he served as VP, creative director at McCann New York and previously at Pereira O’Dell in San Francisco and New York. He has led award-winning campaigns for MINI, Chick-fil-A, Microsoft, and Fifth Third Bank, with honours from Cannes Lions, D&AD, The One Show, and Clio Awards.

Estefanio said, “I’ve been lucky to grow alongside an incredible team here at BBH. This next chapter is about continuing to push our creative standards even higher - making work that surprises, connects, and leaves a mark on culture.”

With these appointments, BBH USA continues to build on its creative momentum and strengthen its reputation as a modern creative company built for the future - where craft, culture, and design come together to drive meaningful growth for brands.