Untangld has hired seasoned strategist Amy Gilmore as strategy partner. Her remit is to shape the agency's strategy practice across the UK and Europe.

Previously, Gilmore was head of strategy at creative agency Accenture Song. There, she led the strategy for the multi-award winning British Army recruitment campaign for the past five years.

Untangld first launched in Australia in 2020. It opened a London office in 2023, led by Emily Gray.

Current clients include Amazon Prime Video, Warner Music Group, Aviva, Substantial Group and Salesforce.

Gilmore’s experience and insights will be key in her new role. Before Accenture Song, she served as head of strategy at Karmarama. Prior to Karmarama, Gilmore was deputy head of strategy at Grey London, where she worked on Vodafone UK, HSBC Business and, as part of the team behind the UN climate campaign “The People’s Seat,” which won a Gold Lion at Cannes in 2019.

Gilmore said: “Untangld is a rare thing; a thoroughly modern and progressive business of laser sharp thinkers, tackling the meatiest of challenges facing marketers today. And all with a spirit of optimism and integrity.”

Emily Gray, founding partner at Untangld, called Gilmore "whip smart, a true collaborator. And that’s essential here, where the challenges are messy and the work is genuinely cross-disciplinary. We need thinkers who aren’t afraid to apply strategic principles to new and novel problems.”