Lucky Generals names New York expeditionary force

A British agency trying to invade New York reminds you of one of those old British wartime films: the general shaking the plucky volunteers by the hand before they’re pushed out of the plane and he returns to the comforts of Pall Mall and watching cricket.

The general is this case is Lucky General Danny Brooke-Taylor, in overall charge of Lucky Generals’ imminent foray into New York, who says: “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. Wish us luck.”

The plucky volunteers are creative partner Augusto Sola, strategy partner Jess Roubadeaux and managing partner James Fox (below.).

Sola was a partner at 101 before it was sold to MullenLowe, Roubadeaux was strategy director at Anomaly New York and Fox MD of Lucky Generals London. Lucky Generals earns about half its income from US-based clients which include Amazon and new win Celebrity Cruises.

Lucky Generals is majority-owned by Omnicom’s TBWA although the New York office is independent it seems, as are some other Generals’ activities.

TBWA seems keen to help out though. CEO Troy Ruhanen says: “They (Lucky Generals) have a unique ability to be incredibly close with their clients and they excel at developing universal insights that travel, all with outstanding execution and craft.

“It’s why no agency in the world has greater momentum at the moment. 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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