• by Larissa Faw , February 12, 2018

Superunion the WPP agency born from the relignment of five branding firms and consultancies within the holding company is appointing Sabah Ashraf as chief executive officer, North America.

She will play a "pivotal role" in defining the Superunion brand and culture in the region. “Everything we do should be in support of great design work. In order to promote the value of design in business, it is essential that we protect and promote a creative culture," stated Superunion’s executive chairman Simon Bolton.

Ashraf is also tasked with positioning the agency for significant growth across North America.

Ashraf has spent over 15 years in senior management roles at creative firms and has also worked in investment banking and private equity. During her time at frog design and IDEO, her responsibilities included building teams, managing operations, leading strategy and spearheading business development. Most recently, she served as president of NYC-based innovation and design studio ICRAVE. Throughout her career, she has worked with brands that include MTV, Nike, NBC, Hilton Worldwide and PepsiCo.

 “We are uniquely positioned to partner with executives to define their brand purpose and express their vision in a meaningful way for their customers, employees and financial community,” Ashraf stated  “In joining Superunion, I am excited to not only collaborate with our clients such as Estee Lauder, Diageo, Aetna, Ford [among others], but also to promote horizontality across WPP.”

WPP officially launched the agency shop in January across 23 offices in 18 countries.