TBWA\London Wants Its New CEO to Drive Its Ambitious Team to ‘Create for Tomorrow, Today’

Sara Tate joins alongside a new strategy and creative chief

Meet the new leadership at TBWA\London.
Stella Pictures Limited

TBWA\London is rounding out its leadership team today, announcing Sara Tate as the new CEO of the agency.

The agency reported that both Brian Swords, managing director of TBWA\London, and Peter Souter, global creative director and chairman of the TBWA\London, will retain their current roles.

Tate most recently worked at Lucky Generals as a partner shortly after TBWA Worldwide took over a majority stake in the London creative agency in February.

“We are an agency group on the rise and not interested in looking for yesterday’s comfortable CEOs. We need masters of restlessness. Agitators, not politicians,” Troy Ruhanen, president and CEO of TBWA Worldwide, said in a statement. After searching for a candidate to take on the CEO role, Tate became the obvious choice. Ruhanen noted that her, “track record at strategically rigorous, groundbreaking culture is exceptional. She is not interested in recounting the old ways of working, but driving a team that wants to create tomorrow, today.”

Prior to joining the Lucky Generals team, Tate spent 10 years at Mother London where she ran Boots No 7 and the shop’s global Coca-Cola business as strategy director. She also served as managing director of the agency.

“One of the reasons I joined Lucky Generals was that I was interested in the ambition behind the new group. So when this opportunity came along, I jumped at it,” Tate said in a statement.

Tate will work alongside two other previously announced hires. In July, the agency named Andy Jex and Anna Vogt as chief creative officer and chief strategy officer, respectively. Jex joins from Saatchi & Saatchi London and Vogt joins the agency from MullenLowe London.

All three officially begin their new roles on Oct. 3 and will report to Helen Calcraft, founding partner of Lucky Generals and CEO of TBWA’s UK Group, which is comprised of Lucky Generals and TBWA\London.