Omnicom's TBWA Buys U.K. Hotshop Lucky Generals
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Omnicom Group’s TBWA Worldwide has bought a majority stake in one of London’s hottest agencies, Lucky Generals.
The three founding partners of Lucky Generals Helen Calcraft, Andy Nairn, and Danny Brooke-Taylor will remain in their roles and retain a significant minority share in the company.
Lucky Generals and TBWA London will form a new TBWA U.K. Group, with the two agencies continuing to operate as separate companies. This is in contrast to Omnicom’s deal between DDB and Adam & Eve in 2012, when the acquired startup agency was successfully merged into much-bigger DDB London, with the four Adam & Eve founders running the combined agency and turning Adam & Eve DDB into one of the most successful agencies in the world, and a rare two-time winner of Ad Age’s International Agency of the Year honor. (Lucky Generals’ imminent deal with Omnicom has been an open secret in London, but some had expected it to follow the pattern of the earlier Adam & Eve deal, with a merger of the more aggressive startup with a bigger but lackluster Omnicom agency in need of new leadership).
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