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Twitter’s £20m creative brief lands with Lucky Generals as it plots assault to attract new users

Twitter’s sought after creative brief has landed with Lucky Generals as the social network plots a major campaign to attract new users.

The two-year old agency beat BBH, AMV BBDO and 101 to take the £20m account, adding it to a roster of clients which includes Amazon, Unilever and Paddy Power.

Helen Calcraft, co-founder of Lucky Generals, said: "The Twitter brand was at the top of our wish list from day one, and we gave this pitch our all. This is a defining moment for Lucky Generals and the fantastic second birthday present for the agency. We can't wait to get started."

It comes as Twitter ramps up its efforts to engage more users. Its most recent stats – for the four months to March – show that it courted around 302 million monthly active users, up 18 per cent year on year but a noticeable slow down in the growth it has enjoyed in previously.

Facebook meanwhile – which recently launched its first TV campaign – counted 1.44 billion n monthly active users. Instagram passed 300 million users in December.

Lucky Generals will first have to negotiate the appointment of Twitter's new chief executive, after Dick Costolo announced his intention to step down on 1 July this year. Jack Dorsey, co-founder and chairman of the board, will serve as interim CEO while the board conducts a search for a permanent replacement.

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