Rudi Anggono

Working across advertising, product design, and research, Rudi has built, launched, and shaped some of the most iconic brands, products, and experiences—touching billions of people globally across both B2C and B2B landscapes.Currently, Rudi is the Head of Creative Innovation at the LEGO Group. He leads LEGO’s in-house integrated creative team and sits within the Product and Marketing Development organization. He is responsible for originating, amplifying, and scaling the brand’s global marketing efforts across all channels. But his scope isn’t limited to marketing. Rudi is also involved with Creative Play Lab, LEGO’s in-house product development think tank.Previously, Rudi was Global Executive Creative Director and Design Strategist at Beyond X, a Google Shopping UX think tank focused on three forward-looking initiatives: International Expansion, Shopping Lab, and Future of Shopping Made With Gen Z. Prior to that, he served as Global Creative Director for Google Commerce UX, where he led a design research initiative in Japan that uncovered new use cases—and business opportunities—for Google Travel. This work earned him a U.S. tech patent for a solution that compares salient aspects of user-generated content. His contributions to Google’s Shopping Sustainability team were also recognized in Sundar Pichai’s speech at the UN and became part of the company’s global objectives.Before moving into UX, Rudi was Head of Creative at Google ZOO, the in-house creative think tank for brands and agencies. There, he built a high-performing team that won an Emmy Award for innovative use of media and was recognized at the Fast Company Innovation Festival for creative use of physical space and data. During this period, Rudi also co-founded Rookie Humans, a children’s bedding startup inspired by his two sons.Earlier in his career, Rudi was Pan-European Executive Creative Director at TBWA\Paris, where he led the €350M Nissan Europe account and built a creative network spanning London, Paris, Helsinki, and Moscow. He co-created the Nissan NISMO Smartwatch, which boosted Nissan’s brand awareness in Europe by 3,000%.Rudi also held senior creative and art director roles at AKQA, Goodby Silverstein & Partners, Crispin Porter + Bogusky (Miami), and Butler Shine Stern & Partners. Before transitioning into advertising, he briefly worked as an architect and founded Mosquito, a graphic design studio serving clients in the APAC region.Over the course of his career, Rudi has contributed to one “Agency of the Decade” and seven “Agency of the Year” honors. His work has been recognized by every major award show—from Cannes Lions and One Show to the EFFIEs—winning accolades such as two Art Directors Club Gold Cubes, a Grand Prix, Best in Show, and an Emmy Award. His projects have also been featured in The New York Times Magazine’s “Year in Ideas,” Taschen’s Mobile Case Study, and Fast Company’s Innovation Festival.