TBWA Worldwide Bought a Majority Stake in London’s Lucky Generals

By Erik Oster 

Omnicom agency TBWA Worldwide purchased a majority stake in independent U.K. agency Lucky Generals, finalizing a deal proposed last month.

TBWA declined to specify about its stake in the agency and any financial details about the transaction.

Following the acquisition, TBWA will form a new TBWA U.K. Group, consisting of TBWA\London and Lucky Generals, which will continue to operate as separate agencies under the same group. Lucky Generals founders Helen Calcraft, Andy Nairn and Danny Brooke-Taylor will remain in their current leadership roles at the agency.


“Lucky Generals’ vision, a creative company for people on a mission, is completely aligned with our own: a radically open creative collective,” TBWA Worldwide president and CEO Troy Ruhanen said in a statement. “They are relentlessly creative and innovative, with a focus on disruptive work, platforms and businesses. What Helen, Andy, Danny and their teams have built in a short period of time is remarkable. I cannot think of a better addition to the family.”

“We have been fortunate enough to have had conversations with many international groups, but Omnicom and TBWA Worldwide were the only ones to understand our desire for autonomy — perhaps because entrepreneurialism, disruption and creativity are hardwired into their DNA,” added Calcraft. We already feel like we’ve established a great personal connection with the team. This deal will allow us to preserve our unique culture, build our brand and grow. Most important, with the support of Omnicom and TBWA, we will be able to better deliver on our clients’ needs in the UK and around the globe.”

Lucky Generals’ currently employs less than 50 and works with such clients as Amazon, Unilever, Pot Noodle and Paddy Power, according to its homepage and LinkedIn profile.