London – 21 September 2017 – TBWA\London today announced that Sara Tate will be taking
the helm of the agency as CEO.
The move completes the new senior management lineup at TBWA\London, following the
appointment of Andy Jex as CCO and Anna Vogt as CSO in July. The new leadership trio will
start together October 3rd.
Brian Swords, who has served as Managing Director of TBWA\London since February, and
Peter Souter, Global Creative Director and Chairman of TBWA\London, will continue in their
Tate joined Lucky Generals as a partner shortly after the agency announced that it had sold
a majority stake to TBWA Worldwide and would be operating within a new TBWA UK Group
structure. The trio will report into Helen Calcraft, founding partner of Lucky Generals and
CEO of TBWA’s UK Group.
Troy Ruhanen, President and CEO of TBWA Worldwide commented: “We are an agency
group on the rise and not interested in looking for yesterday's comfortable CEOs. We need
masters of restlessness. Agitators, not politicians. So as we conducted the search and waded
through the establishment, the answer became obvious. Sara's track record at strategically
rigorous, groundbreaking cultures is exceptional. She is not interested in recounting the old
ways of working, but driving a team that wants to create tomorrow, today. Not to mention
she has an outstanding reputation in the marketplace, and relationships with clients, talent
and consultants that are second to none."
An additional factor behind the appointment is Tate's previous experience working with Jex
at Mother London, where she spent 10 years, first as a Strategy Director running Boots No 7
and the agency’s global Coca-Cola business. At Mother London she ultimately rose to
Managing Director. Prior to that, she spent time at Abbott Mead Vickers BBDO and BBH,
where she worked on globally renowned brands such as British Airways and Baileys.
Calcraft said: "As you'd expect, we're firm believers in the power of a close team. So when we
saw how well these three got on, we realised there was a unique opportunity staring us all in
the face. Sara’s track record makes her the perfect candidate and we all look forward to
working with her in this new guise, going forwards."
Tate said: "One of the reasons I joined Lucky Generals was that I was interested in the
ambition behind the new group. So when this opportunity came along, I jumped at it. TBWA
is one of the world's great agency brands and has some fantastic clients and people. I can't
wait to begin working with them, alongside my new team-mates."
Ruhanen concluded: “I am incredibly excited about our momentum and the advantages of
our dual-pronged strategy in the UK. We have two distinct brands with the opportunity for
collaboration where it can make a real difference. We look forward to seeing great things
from Sara and the team in the coming months.”
About TBWA Worldwide
TBWA is The Disruption® Company: the cultural engine for 21st century business. A top-ten
ranked global advertising collective, TBWA uses trademarked Disruption® methodologies to
develop business-changing and culture-defining ideas for brands. TBWA has 11,300
employees across 305 offices in 98 countries and also includes brands such as Auditoire,
Digital Arts Network (DAN), eg+ worldwide, The Integer Group®, TBWA\Media Arts Lab and
TBWA\WorldHealth. TBWA’s global clients include adidas, Apple, Gatorade, Henkel,
McDonald’s, Michelin, Nissan, Pernod Ricard, Standard Chartered Bank, Singapore Airlines,
Sotheby’s and Vichy. Follow TBWA on Twitter and Instagram and like us on Facebook.
About the TBWA UK Group
Lucky Generals and TBWA\London continue to operate as two separate brands within the
new group, exemplifying TBWA’s unique approach to developing a global advertising
collective of connected, yet distinct, agencies.
Global Head of Communications, TBWA\Worldwide
+1-212-804-1196 / +1-917-362-5845
Katie Beaule [email protected]