Ammunition has tapped Chris Shadrick as director of strategy. Based in London, he reports to Renaye Edwards, managing director for Europe and Global Chief Operating Officer.

The appointment follows Ammunition's EMEA launch in December 2025.

Previously, he founded Fortify, as well as serving as strategy director for Psycle Interactive and growth advisor for Quite Brilliant. Shadrick has worked for various brands, including Unilever, Avis, Hyundai, Formula 1 and the BBC.

In his new role, Shadrick will focus on improving the effectiveness of Ammunition’s work globally. His remit includes developing brand and digital growth systems and advancing account-based marketing.

“What attracted me to Ammunition is the opportunity to help scale a strong strategic foundation within a globally expanding agency,” Shadrick told Agency Daily. “My career has been rooted in brand strategy, partnering with leadership teams to define advantage, align around a clear direction, and create brands built for long-term growth. As the business grows internationally, I’m looking forward to strengthening how strategy shows up across the work and the organization.” 

Shadrick will team with staff in Europe and the U.S. He calls the agency a “creative company that believes growth comes from clarity, optimism and accountability.”