The new holding company Lucky Enterprises will be headed by Nik Upton, who spent time at BBH and was Mother’s ‘head of mothers’ before more recently co-founding Joint.
He will be charged with fostering a new group of communications start ups under the Lucky Enterprises holding company, with the aim of supporting young entrepreneurs in the industry.
The start ups will be housed with Lucky Generals and the new holding group will provide the administrative support, as well as strategic and practical support, to help them gain momentum.
The launch isn’t entirely altruistic, however, as the new group has been created with clients firmly in mind.
Andy Nairn, a founding partner of Lucky Generals, said: "The intention is to create a family of like-minded entrepreneurs who have the vision, drive and talent to write the future of brand building. Our experiences at Lucky Generals have taught us that the great marketers of today are looking for agility, entrepreneurship, and above all an ability to embrace change."
"They want to assemble bespoke, mission-oriented teams who actively want to work together to deliver results. The idea of a one-stop-shop is simply not what most clients want or need."