The results and impact:
- Navigated two agency mergers (2018, 2021) and successfully grew the business 20% through the COVID pandemic.
- Elevated 180 into a top 8 agency by revenue across TBWA’s global network and regularly achieving over 16%+ EBIT.
- Launched specialist units 180 Thinking, 180 Design, 180 Make, 180 Social and 180 Lux to broaden the agency’s offering.
- Won and led numerous global client relationships including UNICEF, Qatar Airways, Asahi, PlayStation, Replay, Asics, adidas, Under Armour and Benetton — developing their global platforms and often activating high‑profile partnerships with the likes of FIFA, UEFA, F1, Rugby World Cup, FC Barcelona, Bayern Munich, Messi, Neymar, Stormzy and James Bond.
- Delivered over 20 major creative awards at Cannes Lions, D&AD, Clios, One Show, EPICA and EFFIES.
- Rebuilt People & Talent functions: overhauled hiring; launched free childcare for parents; created the 180 Apprenticeships programme to attract diverse talent from underserved communities; and founded the 180 Academy, including Preview — our growth and future‑skills platform.
- Oversaw a 90‑day business planning cycle and bespoke global operating models for clients to align financial and creative ambitions.
Throughout this period, I constantly evolved processes and culture to meet the demands of modern creativity — ensuring agility, inclusivity and innovation while keeping 180 a magnet for world‑class work and talent.