BBH London Parts Ways with Deputy ECD, Managing Partner Caroline Pay

By Erik Oster 

BBH London deputy executive creative director, managing partner Caroline Pay is leaving the agency, More About Advertising reports.

In Pay’s place, BBH promoted creative managing partner Ian Heartfield and Black Sheep Studios CEO Anthony Austin to deputy executive creative director roles. Pay’s departure follows that of managing director Mel Exon and joint strategy chiefs Jonathan Bottomley and Jason Gonsalves for other agencies earlier this year, leaving BBH with a completely new management team.

“We want to amplify and accelerate the creative momentum that is building at BBH right now,” BBH London executive creative director Nick Gill told More About Advertising. “Ian and Anthony are two proven BBH leaders and they share a burning ambition to make BBH the creative powerhouse that we all want it to be.”

Pay joined BBH London as a managing partner at the beginning of 2014 and received a promotion to deputy executive creative director that November. While with the agency, she worked with brands including BBC, Tesco and Refuge. She arrived at BBH from Mother London, where she served as creative director for three and a half years, working with brands such as Post Office, New Look, GREAT Britain and Boots. Prior to that she spent nine months in the same role at karmarama, working on the agency’s account. That followed a brief stint as a freelance creative with W+K’s London and Tokyo offices, focusing on the Honda account. Before that she spent a previous stint with BBH London, serving as a creative director for nearly two years while working on Levi’s and other accounts. 

Heartfield joined BBH London as a creative director back in May of 2011 and has worked with brands including Audi U.K. and St. John Ambulance with the agency. He joined BBH London from BMB, where he spent a year serving in the same role, following two years as a copywriter and creative director with Fallon London and over three as a copywriter with AMV BBDO.

Austin has served as CEO and executive producer of BBH London’s Black Sheep Studio since the beginning of 2015, following nearly eight years as head of video production with Mother London.