Lucky Generals has hired Gary McCreadie, former BBH board partner and executive creative director at TBWA\Sydney as its deputy executive creative director to help lead its creative efforts, and continue to build and grow the agency.

McCreadie worked at Bartle Bogle Hegarty London for a decade, helping lead the agency’s largest and most creatively awarded accounts. This included sending a bloke down a waterslide to demonstrate the ease of contactless payment for Barclaycard, recruiting a crew of teenage NASA astronauts for Lynx/Axe, collaborating with Hugh Grant to promote Open Journalism for The Guardian and adding some screaming muscular intensity to Tango.

At TBWA\Sydney from 2014 – 2017, he led David Jones, M.J. Bale, Tourism New Zealand, Airbnb and Foxtel, as well as directing campaigns for Schick and TK Maxx. He also worked at Ugly and 303 MullenLowe in Sydney before moving to New Zealand to become executive creative director at Hello. He joins from Larchmont in New Zealand, where he has been working as a director.

The hire comes at a time when the agency is going through a period of continued growth. It grew revenues by 17% last year and has recently won a number of new accounts, including the Guardian, Flora and Wagamama.

McCreadie stated, “I remember being jealous of Rainbow Laces back in the day and being jealous of the Michael B Jordan Amazon Super Bowl more recently. When I heard that LGs were looking, I got really excited. I was looking for somewhere with loads of opportunity, a sense of humour and nice people who can do the damn thing properly. And I found it. I’m here to get my hands dirty, lead by example and help make everything even better.”

Danny Brooke-Taylor, founding partner at Lucky Generals, added, “According to the Daily Mail, there will be no more Garys left in the UK by 2050. So we’re doing our bit for conservation by importing this rare creative breed from New Zealand. We can’t wait to see him thrive.”