The social media site selected the two-year-old agency after a pitch that also included 101, Abbott Mead Vickers BBDO and Bartle Bogle Hegarty. Lucky Generals will be tasked with creating an ad campaign telling the public about Twitter's purpose and uses. The campaign could launch as early as autumn 2015. Twitter began the pitch in April, and ran the process without the aid of an intermediary. This marks the first time that Twitter has appointed a creative agency in the UK on a retained basis.