Agent42, the social, performance and PR agency within Atoms & Space collective, has appointed TBWA\London’s Harriet Russell-Vick as global head of creative.
Russell-Vick will lead Agent42’s global creative function across EMEA and the AMER, working with Agent42 founder & CEO, Lauren Tainan and the wider Atoms & Space creative leaders.
She joins from TBWA, where she spent more than a decade at TBWA\London and TBWA\Hakuhodo in Japan, most recently serving as creative director. An art director by background, she brings deep social-first and campaign-led creative experience across global brands including adidas and Uniqlo, with a track record of delivering culturally driven, visually distinctive work built to travel across platforms.
Among her industry recognition are two Grand Clios for adidas’ World Cup kit ‘official leak’ social campaign, recognised for its cultural impact and social-native execution.
She brings to Agent42 top-level quality and experience in crafting campaigns that are both visually compelling and strategically aligned with cultural trends and platform behaviour.
Russell-Wick’s approach aligns closely with Agent42’s philosophy of creating attention-grabbing, culturally resonant, scroll-stopping content designed to stand out in a crowded digital landscape. Her appointment signals Agent42’s continued investment in senior creative talent and reinforces its commitment to delivering culturally sharp, creatively distinctive and commercially effective work.
Harriet Russell-Vick stated, “Agent42 stood out immediately, it’s ambitious, social and PR-led by design, and built around people who genuinely care about craft and culture. From my first meeting with the team, I knew it was somewhere I wanted to be. The chance to step into a global leadership role, and help take the agency on its next growth journey is incredibly exciting. My roots are in art direction, and that visual discipline matters more than ever in social and earned environments – the work has to earn attention instantly. I’m passionate about setting a strong creative tone, bringing cultural insight and human energy into leadership, and helping teams produce bold, distinctive work that connects in the real world.”
Lauren Tauben added, “Harriet brings exactly the kind of creative leadership we look for – social-first in mindset, culturally sharp, and creatively ambitious. She has a rare ability to translate brand thinking into scroll-stopping, platform-native ideas that deliver both impact and effectiveness. Her energy and creative standard will lift the entire department. This is a brand-new role and a strategic hire. Harriet will lead creative across both Agent42 EMEA and our Agent42 LLC US operation, supporting our broader growth strategy and ensuring our work continues to stand out in an increasingly crowded content landscape.”
