TBWA Reveals Plans for Lucky Generals Takeover

tbwa lucky generals

TBWA has secured a majority stake in UK agency, Lucky Generals. The new addition will be consolidated under the TBWA UK Group.

TBWA Worldwide has moved to acquire a majority stake in Lucky Generals, an independent UK creative agency. Its three founders, Helen Calcraft, Andy Nairn, and Danny Brooke-Taylor, remain in their existing roles and retain a significant minority share in the company.

Upon completion of the takeover, the Omnicom-owned collective will form TBWA UK Group, which will consist of Lucky Generals and TBWA\London. Both firms will operate as separate brands. The acquisition follows Lucky Generals’ substantial growth over the last two years.

The structure exemplifies the brand’s unique approach to developing a global advertising collective of connected, yet distinct, agencies. The strategy has parallels with the group’s approach in Germany, where the agency and HEIMAT operate a similar two-pronged strategy.

“Lucky Generals’ vision—a creative company for people on a mission—is aligned with our own: a radically open creative collective. What Helen, Andy, Danny, and their teams have built in a short period of time is remarkable,” said CEO of the group, Troy Ruhanen.