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Lucky Generals aims to 'bring a bit of mischief' as it expands operations to New York


By Ginger Conlon | US Editor

February 26, 2019 | 3 min read

London-based agency Lucky Generals is heading to New York, opening offices there in March. About 50% of the agency’s revenue already comes from U.S. clients, including AB InBev, Amazon, and Celebrity Cruises. The agency is still finalizing how much of the work on its US clients will be handled from the U.S and how much will continue to be handled from London.

Augusto Sola, Jess Roubadeaux, and James Fox

Lucky General's Augusto Sola, Jess Roubadeaux, and James Fox

"There are already some great agencies in New York, so we're not going to come in shouting about what we’ll bring: we'd rather just be ourselves and let our work do the talking,” founding partner Danny Brooke-Taylor told The Drum. “Having said that, our clients seem to feel we bring an energy and sense of fun that they don't always see elsewhere. Maybe even a bit of mischief. So, fingers crossed, we can channel some of that."

A mix of existing Lucky Generals staffers and new hires will run the New York office. The New York-based partners — Augusto Sola, Jess Roubadeaux, and James Fox — will report to Brooke-Taylor. Sola — who has created award-winning work for brands such as Stella Artois, Eurostar, and Baileys at Mother, Fallon, Saatchi & Saatchi, and BBDO — will be the creative partner. Roubadeaux will be strategy partner. Her credits include Starbucks, Google, and Carnival Cruises; she was most recently strategy director at Anomaly New York. Fox, currently managing director of Lucky Generals in London, will take the role of managing partner in New York. Fox has been with the agency for the majority of its five years; his notable clients include YouTube, Hovis, and Paddy Power.

The agency claims the move is well-timed because of its Super Bowl ad for Amazon, which came in atop this year’s USA Today Admeter ratings. Additionally, according to the agency, it further supports TBWA's 2017 decision to buy a majority stake in the agency.

"We're under no illusions about how tough New York is and how hard we'll have to work to thrive here,” Brooke-Taylor said in a statement. “So, we've assembled a crack team to give us our best shot."

“Lucky Generals has a unique ability to be incredibly close with clients,” said Troy Ruhanen, president and CEO of parent network TBWA\Worldwide. “London is their soul and center of gravity, but they are extremely well-positioned for a successful venture in New York.”

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