2025
Virtual Coaches
Justine Armour
Global Chief Creative Officer
Forsman & Bodenfors
Justine Armour is one of the industry’s most lauded female creative leaders, with almost three decades of culture-defining work at agencies spanning New York, Portland and Sydney. She was named on the AdAge Leading Women list of 2021, in the ADWEEK Creative 100 of 2019, and was a Campaign US Female Frontier honoree in 2020.
Most recently, Armour was a Partner and CCO at independent New York agency, Fig. In her short tenure she led creative work on Naked juice, Viator, Benjamin Moore, and Homesense, and led winning pitches for Tropicana, TJ Maxx (Homesense), the retention of the Benjamin Moore account, and a yet-to-be announced major US grocery retailer. In 2024 she was a keynote speaker at Axis Speaks in New Zealand, with a talk about rediscovering creative focus in crisis.
In her previous role she led the creative department at Grey New York as Chief Creative Officer, the only woman to hold the position in over 105 years. Joining in February 2020 and leading through the Covid pandemic, she helped take Grey to Comeback Agency of the Year in 2022, and led winning pitches for Las Vegas Tourism, Modelo, IHG, Georgia Pacific and others. During her tenure Grey New York won multiple creative and effectiveness awards for Pringles, P&G, and Applebee’s, including a Gold Lion and Grand Effie for Fancy Like Applebee’s and a Titanium shortlist for P&G’s Widen the Screen. Her passion for brand purpose work led to becoming a speaker at SXSW, with Marc Pritchard, on the topic of Creativity That Leads To Change.
Prior to Grey, Justine spent 3.5 years at 72andSunny New York, leading the creative department as Executive Creative Director. Initially joining the company to help win the General Mills business, she led the Cheerios, Nature Valley and Yoplait accounts and was promoted to agency leadership. As ECD she worked across General Mills, Smirnoff Global, Axe, Seventh Generation, Trojan, Halo Top, and new business. She spoke at numerous events on diversity in creativity and production, including One Club Creative Summit, TribecaX, and others.
Prior to moving to New York, Justine was at Wieden + Kennedy in Portland for five years, where she was Creative Director leading awarded work on Secret, Chrysler, Dodge, and Herbal Essences accounts. Before being promoted to CD, she was a copywriter on Old Spice and Dodge, with award recognition on both brands including multiple Gold Lions for Old Spice Momsong.
The first half of her career was spent in her homeland, Australia, at various agencies including Publicis Mojo Sydney where she made celebrated work on Boag’s and Hahn beers, plus Toyota, Nestle, PayPal, Coke, Virgin Active and Qantas.
With three Mojo coworkers, she launched a personal project called Smilemakers, now a successful range of vibrators selling in 14 countries throughout Asia and winner of multiple design awards including D&AD for product design.
She spent two years at Saatchi & Saatchi Sydney as Creative Group Head on Foxtel, Australia’s cable TV provider, and also co-led Procter & Gamble brands including Olay and Head & Shoulders, and the General Mills brands Old El Paso and Patak’s. Over six years at Clemenger BBDO in Brisbane and Sydney, she cut her teeth on CPG accounts such as Masterfoods, Frito Lay, PepsiCo, SunRice, Uncle Tobys, Visa Card and Mitsubishi.
Justine attended Queensland University of Technology in Brisbane, but grew up in the outer suburbs of Adelaide, South Australia. She was a theater kid and went to public school. She currently lives in the West Village.