About Leon Jacobs

I’ve always been fascinated by the intersection of creativity, technology, and storytelling. My journey in advertising and digital innovation has been shaped by a passion for crafting ideas that resonate deeply with people—whether it’s through a compelling narrative, a ground-breaking user experience, or a simple moment of surprise and delight. Over the years, I’ve learned that the best creative work doesn’t just tell a story; it invites people to feel part of it.

Outside of work, I find inspiration in cinema, poetry, classic cars, and exploring the ever-evolving relationship between humanity and technology. I’m driven by a desire to take complex, sometimes chaotic ideas and transform them into something clear, inspiring, and meaningful. It’s the same approach I bring to my current work in experience design—creating spaces, moments, and interactions that connect people with ideas in unexpected ways

Further reading

In my day job:

Today, I manage a creative team of around 70 writers, art directors, strategists, designers, social experts and motion artists spread over Brussels, Geneva, Cape Town, Stockholm, Novisad, Dubai and Amsterdam.

As part of my responsibilities I:

  • Coach and mentor the individuals in my team. Guiding the careers of creatives who have more talent than me is both a privilege and a great responsibility.

  • Shape and implement creative strategy with the agency’s clients

  • Lead campaigns, branding and innovation projects, from concept to final production

  • Lead new business pitches (here you can listen to my “songs to listen to before a pitch” playlist)

  • Provide thought leadership on strategy, innovation, technology and creativity, both internally and externally

Nice things people have said about me.

  • John Hunt, Worldwide Chief Creative Officer, TBWA

    Leon Jacobs made a huge contribution to the success of TBWA Hunt Lascaris. Besides his innate creative talents, he also has the ability to work with just about everybody. This instinct to read the room and the personalities in it helped insure many a new business win.

    His enthusiasm is infectious and his work ethic remarkable. This makes him the "versatile creative" we all look for but rarely find.

  • Dr Pepe Marais, Chief Creative Officer, Joe Public United

    I have worked with Leon when he joined Joe Public in the role of creative director. During his time with us, Leon added massive value, not just to our creative product, but also through various ideation processes that he introduced into our agency. Leon is passionate about ideas and advertising, and as a creative leader has a keen eye for seeing potential within people.

  • Maarten Mantje, brand & innovation strategist

    Leon had me at hello. The first time we met, it was immediately clear that he could and would dramatically improve the quality of creative thinking and execution at the Brussels office. And probably the whole Emakina Group at that. Leon has an open and inquisitive mind, he’s a natural born storyteller and always finds new ways to help brands stand out in the extremely cluttered marketing communications reality we live in. He has this ‘je ne sais quoi’ that makes you want to be part of his team, challenge conventions, outsmart the rest and deliver amazing creative output that actually helps clients to reach their goals. IMHO a combination one doesn’t see often enough.

  • Julien de Latte, Brand strategy and transformation specialist, One Thing At A Time

    I worked with Leon on another continent and in another decade, but since that time I have been longing for the amazingly insatiably curious person he is. As a creative director he brings amazing ideas through a constant sense of focus on what will matter the most to make it great, the rest just doesn't matter. He is a free thinker with an unmatchable sensibility to what makes us human beings for the best and for the worst (although he would always see the half full human being).

  • Warren Griffiths, President, Global Partnerships, Commercials & Growth, Publicis Groupe

    I worked with Leon at TBWA Cape Town, and was constantly amazed by his Conceptual Super Powers, hunt and love for the BIG IDEA, and passion for his craft. Leon's love for cross media, integrated brand communication is evident immediately. His understanding, and ardour for the digital world is undisputed, and he has the ability to stay ahead of the curve when it comes to interacting, and advocating digital brand communication.

  • Ian Young, brand consultant and my former managing partner

    Leon is a creative leader. He has the uncanny ability to see great ideas, nurture, tease, and inspire them into brilliant ideas, never losing sight of people -the ones giving birth to them and the ones to be permanently aected by them. He grows people, businesses and creates unforgettable experiences. He is the perfect partner in an agency bringing out the best in everyone – very little ego and dress sense but the healthiest dose of happiness.

  • Nicky Swartz, Founder, Spoon Money

    Leon is quite simply a brilliant creative guy. I loved his work and miss him. He's smart, funny and inspirational. I thought he was great even when I wanted to kill him.

  • Uwe Gutchow, managing partner, strategy at Mediacom

    Leon is one of the few creative directors I've worked with who not only understands the digital space but is totally engrossed in it. He creates a level of content that puts most digital natives to shame.

  • Brice le Blévennec, founder of the Emakina Group

    Leon Jacobs is the best creative director Emakina ever had.