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Impero agency hires Imagination creative content lead, Lara Groves

Impero agency hires Imagination creative content lead, Lara Groves

Lara Groves, who led creative content for Ford Motor Company’s experiential activity throughout Europe at integrated agency Imagination, joins independent creative digital agency Impero as the company’s lead creative.

Groves is the latest addition to Impero’s 100% all-female creative team and will work across the agency’s portfolio of existing clients, including The O2, Primark, Beefeater Gin and Lindt Chocolate, while helping to build Impero’s creative capabilities and heading up the current team.

“It’s a big hire for us, and Lara will definitely shape the agency’s output in a massively positive way,” Impero founder Michael Scantlebury said of the hire. “Her strategic grounding and creative mind is what clients demand right now – and what we pride ourselves on delivering.

“In 2016 IPA research revealed that women make up just 24% of creative departments, and while we haven’t purposely set out to hire an all-female team, it makes for a refreshing change in a stubbornly male sector.”

Groves commented on the new position: “From the first moment our paths crossed, it was clear to me that Impero were something special – the enthusiasm in their quest to make tired brands famous again is matched only by their insane creative talent, and I’m delighted to be joining the ranks.”

Impero continues to invest heavily in developing its senior team, a move that has helped secure new clients such as Visit Britain, lead digital creative agency for Campo Viejo and work across 7UP (PepsiCo) in their Latin American office.

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