Brothers and Sisters breaks new ground by hiring Robinson as first head of comedy

Here’s a new one, even in an agency world of proliferating titles and responsibilities.

London agency Brothers and Sisters, which handles Sky and a chunk of Dixons Carphone content business among others, has hired TV producer Lucy Robinson (left) as its (and doubtless any other agency’s) first head of comedy.

Wags may say there’ve been many others too – often trading as CEO or creative director – but this one’s for real.

Brothers and Sisters founder and ECD Andy Fowler says: “Online viewing habits require a new kind of creative department where advertising creatives and top programme makers collaborate to engage with audiences who have lost interest in advertising. With Lucy’s expertise we will blaze a trail by working with contemporary comic talent to produce consistently entertaining content for our clients to regain consumer interest.”

Robinson also runs her own production business Little Comet with director Mark Reddy and has worked with Richard Curtis, Rowan Atkinson and James Corden among others. She says: “I was intrigued by this role. Brothers and Sisters understand the role of humour in entertainment and are genuinely interested in connecting the comedy production world with advertising.”

Robinson will work on both pitches and campaigns at Brothers and Sisters.