Lucky Generals Are On The March To New York

Lucky Generals, the London-based agency that is part of Omnicom’s TBWA network, is setting up shop in New York. Its office will be officially open for business in March.

The agency already has a solid U.S. client base. In fact, about 50% of the company’s revenue comes from U.S. clients, including Amazon, AB InBev and Celebrity Cruises, which it won in December.

The move comes on the heels of another successful Super Bowl for the London agency. (Its Amazon spot came in second in this year’s USA Today Admeter; last year’s Amazon campaign won the public vote: a first for a British shop.)

The New York office will be run by a mix of existing Lucky Generals staffers and new hires. 

The creative partner will be Augusto Sola, who created award-winning work for brands like Stella Artois, Eurostar and Baileys at agencies such as Mother, Fallon, Saatchi & Saatchi and BBDO.  Most recently, he was a partner at London independent 101, until its sale to Mullen Lowe.  



The strategy partner will be Jess Roubadeaux, most recently strategy director at Anomaly New York. She previously served at Mother and BBDO. 

The managing partner will be James Fox,  currently managing director at the agency’s London office. He has been at the agency nearly five years.

All three New York partners will report into Lucky Generals' founding partner Danny Brooke-Taylor. "We're under no illusions about how tough New York is and how hard we'll have to work to thrive here. So we've assembled a crack team to give us our best shot,” Brooke-Taylor said.

TBWA bought a majority stake in the agency two years ago.



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