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Lucky Generals Takes a Bite at The Big Apple

Lucky Generals Takes a Bite at The Big Apple

The London agency confirms it is to open an office in New York's SoHo district in March.

After rampant speculation Lucky Generals has revealed today that it's to open a new Stateside office in March. The team will be headed up by Augusto Sola (above, left), Jess Roubadeaux and James Fox.

Further vindicating TBWA's decision to buy a majority stake in the agency in February 2017, this move comes hot on the heals of the shop celebrating another successful Super Bowl – its Amazon spot came second in this year’s USA Today Admeter, while last year’s Amazon campaign won the public vote: a first for a British shop. About 50 per cent of the company’s revenue already comes from US clients, including AB InBev and Celebrity Cruises, which it won in December. 


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The New York office will be run by a mixture of existing staffers and new hires. The creative partner will be Augusto Sola, who has created award-winning work for brands like Stella Artois, Eurostar and Baileys at agencies like Mother, Fallon, Saatchi & Saatchi and BBDO.  Most recently he was a partner at London independent 101, until its sale to Mullen Lowe. 

The strategy partner will be Jess Roubadeaux, most recently strategy director at Anomaly New York and previously of Mother and BBDO.  Her credits include Starbucks, Google and Carnival Cruises. 

Finally, the managing partner will be James Fox, who has been with the agency for most of its five years and is currently managing director of the London shop. His resumé includes notable work for YouTube, Hovis and Paddy Power.

All three New York partners will report into Lucky Generals founding partner Danny Brooke-Taylor, who commented:

"We're under no illusions about how tough New York is and how hard we'll have to work to thrive here. So we've assembled a crack team to give us our best shot."

“Lucky Generals is America’s favourite London agency and soon they’ll be one of America’s darlings, with a home base in New York,” added Troy Ruhanen, president and CEO of TBWAWorldwide. “London is their soul and centre of gravity, but they are extremely well-positioned for a successful venture in New York.”


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