About me

Gen has over 18 years of strategic experience across media, communications and brand strategy. Gen has held strategic leadership positions at agencies including adam&eveDDB, Ogilvy, The Brooklyn Brothers and Goodstuff Communications.

Gen was appointed Chief Strategy Officer of ENGINE Creative in May 2020.

Prior to joining ENGINE, Gen spent 5 years at Ogilvy where he was Head of Strategy. During his time at Ogilvy, Gen helped restructure and consolidate the Ogilvy Group's strategic output, merging three different strategy teams together. He was promoted to head of strategy for the entire Group, where he also took up a role on the Ogilvy board and was in charge of an expanded team of over 30 strategists from brand through to customer engagement and PR experts.

Gen is obsessed with ensuring "the work, works" and has established and led Ogilvy's Effectiveness Council, rolling out training and creating an effectiveness culture within the agency which has led to the agency winning 2x IPA Effectiveness Awards, 9x Effies and an APG Creative Strategy Award.

In May 2020, Gen left his position as Head of Strategy at Ogilvy to take on the role of Chief Strategy Officer at ENGINE Creative.

In the short time Gen has been here, he has established a clear ambition for Strategy at ENGINE, to be the most famous and feared team of Strategists in London. Famous for their creativity and feared for their effectiveness.

Gen as also been responsible for setting a clear vision for the role of Strategy at ENGINE, reframing it as a creative discipline in of itself and unifying the Strategy team around one clear purpose - to be the first creative eyes on any brief.

Being mixed-race himself, Gen is an active and vocal advocate for greater diversity in the marketing industry. He has been an active member of the industry's Diversity Task Force and is a regular BAME mentor for NABS. Watch his latest Webinar on The Future of Diversity here.

It's still early days at ENGINE Creative, but Gen is energised and excited about the future.

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Gen Kobayashi has been a Contributor since 25th November 2015.

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Perm, Freelance, Temp-Perm, Part time, Remote
Skill Level
Senior, Director
Creativepool member since 19 August 2020