Lucky Generals eyes New York expansion

Lucky Generals is reported to be planning its first international office in New York.

The UK creative agency is majority-owned by Omnicom’s TBWA.

Lucky Generals now has an impressive list of US and international companies on its books including Amazon (it provided last year’s Super Bowl ad featuring Jeff Bezos), Celebrity Cruises and AB InBev.

New York has hardly been a happy hunting ground for UK creative agencies: BBH, which has had a presence there for decades, has recently undergone another round of redundancies after its signature Playstation account departed while adam&eveDDB has established itself there with Samsung and Jim Beam although it has not conquered New York with the speed it did London.

This mirrors traffic the other way as the likes of Mcgarrybowen (owned by Dentsu Aegis) and MDC’s CP+B (based in Boulder) have also struggled to gain traction in the UK.

Lucky Generals is on a roll in the UK, winning the Co-op account at the end of last year. It’s not clear what the relationship with TBWA in New York will be.

The likelihood is that at least one General – Andy Nairn (right above), Helen Calcraft or Danny Brooke-Taylor – will need to relocate to NYC for a period at least.

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