In January, WPP combined five consultancies and design agencies to form global brand agency Superunion. Comprised of Brand Union, The Partners, Lambie-Nairn, Addison Group and VBAT, Superunion launched with roughly 750 employees across 23 offices. Now, it has a chief executive for its North American operations, Sabah Ashraf.
“We are in an incredible position with the combination of the talent of these renowned global agencies to build an offer that represents a trusted, more central advisor relationship with clients,” Ashraf said in a statement from the company. “In joining Superunion, I am excited to not only collaborate with our clients such as Estee Lauder, Diageo, Aetna, Ford, Bank of America Merrill Lynch, Pfizer, InterContinental Hotel Group and Vodafone, but also to promote horizontality across WPP.”
Superunion executive chairman Simon Bolton said in the statement: “Not only does [Ashraf] strengthen what we can offer our clients, but her expertise is an ideal fit for the Superunion of today and moving forward.”
Ashraf joins Superunion from New York design agency Icrave, where she has served as president since November 2016 following a little over two years as director, business strategy for global design and innovation agency Ideo. She brings 15 years of agency experience in senior leadership roles after beginning her career in investment banking. She has worked with brands including Nike, PepsiCo, MTV, NBC and Hilton Worldwide.
“My foundational years in finance engaged with CEOs, coupled with the years I spent leading creative organizations, puts me in an ideal position to understand both the business and brand needs of our clients,” Ashraf said, adding that she sees the potential for significant growth in Superunion’s near future. “As our expertise throughout the world is applied to the U.S. market, I see growth in multiple forms: how we interact with the U.S. market, expanding our client base and how the U.S. market engages with our company’s offer globally.”