Creative micro network, INGO, has opened in WPP’s Amsterdam campus, with Lucy Tone-McGurk as its first global chief client officer, a reunion with Daniel Fisher, global chief creative officer at INGO. The Amsterdam hub will be led creatively by executive creative director, Nicolas López Bravo and Fernando Montero, who move across from INGO Hamburg, where they have spent the last four-and-a-half years.

The new office builds on INGO’s existing presence in Stockholm, Hamburg and Zurich, strengthening the agency’s ability to partner closely with ambitious brands across Europe, including global clients, IKEA, Deutsche Telekom and Burger King. Amsterdam’s position at the intersection of creativity, technology and culture makes it a natural next step for INGO’s growth.

Lucy Tone-McGurk joins from Ogilvy’s global network, where she spent ten years working across the Dove business globally, leading different parts of the organisation and most recently serving as category lead for Dove masterbrand and international. Lucy was instrumental in shaping and evolving Dove’s Real Beauty agenda, contributing to highly influential work including the Real Cost of Beauty, which delivered cultural impact, commercial results, and global industry recognition, including an Emmy nomination.

Lucy Tone-McGurk stated, “I have been a huge fan of INGO for years for the work, the ambition and their clear belief that brands grow by showing up meaningfully in culture. I am thrilled to be joining Dan and this exceptional team at such a dynamic moment for the network and I am excited to partner with ambitious clients to create brave work with cultural and business impact.

Daniel Fisher added, “Amsterdam is a global centre of creativity and technological innovation, and expanding to this great city marks a pivotal new chapter for INGO. INGO unites the dynamism and spirit of an indie with the vast capabilities and reach of a global network, and this powerful combination is fuelling our growth and enabling us to achieve extraordinary results for our clients. Having the hugely talented Lucy on the global leadership team helps ensure we continue to push the boundaries into the future.”

Nicolas López Bravo and Fernando Montero commented, “Amsterdam is undeniably a global epicentre of creativity and culture, not just in Europe but worldwide. Its unique mix of history and innovation makes it the perfect home for INGO. After months of planning, we’re beyond happy to announce this new INGO boutique in such an iconic city. We’re looking forward to becoming part of this inspiring environment and connecting with Amsterdam’s creative talents and global clients.”

INGO joins sister-agency, Ogilvy, in WPP’s Amsterdam campus, where it can draw strategically on the global network’s scale, expertise, and expansive capabilities.

Cover image l-r: Nicolas López Bravo, Daniel Fisher, Fernando Montero & Lucy Tone-McGurk