'Great agency pedigree' - M&C poaches from BBH London for Woolies lead

Pippa Chambers
By Pippa Chambers | 2 September 2016
Sian Cook

Creative shop M&C Saatchi has lured over the London-based managing partner of BBH, Sian Cook.

In her new role, Cook will lead one of the agency’s largest accounts, Woolworths.
M&C Saatchi CEO Jaimes Leggett says Cook has a strong retail, FMCG and brand experience background, having worked on Waitrose and KFC for a number of years. 

“Sian’s a gun. She has great agency pedigree working across some of the world’s leading brands. We’re thrilled to have her joining the team.” Leggett says.

In addition to Waitrose and KFC, while at BBH, Cook accumulated clients including, Barclays Bank, British Airways, Unilever and Diageo.

Cook says: “I’m excited to be joining the impressive talent at M&C Saatchi Sydney. M&C's vision and creative execution make it a leader in communications locally and abroad.

"Woolworths is one of Australia’s most loved grocers and is at a very exiting stage right now. Together it is disrupting the way agencies and clients work together which made it an exciting opportunity to relocate from London to Sydney for."

The spin out shop

M&C Saatchi created a spin out agency for Woolworths after taking on the business at the start of this year. The first work the agency has produced for the client was released in July and was a big departure for the brand. It marked the start of what the supermarket will be hoping is a turnaround after a shaky few months in terms of senior staff exits and financial performance.

M&C took on the Woolworths business without a pitch in February, replacing Leo Burnett Sydney as its lead agency. It then set about designing and building a shared work space from which to manage the account and overhaul the brand's marketing. 

The bespoke shop is part of the M&C Saatchi Group, but operates separately, with the cost of setting it up shared by both parties.

Australian wheelchair rugby player Ryley Batt, who was selected to represent Australia at the 2016 Rio Paralympics, and professional Aussie basketball player Joe Ingles, who is also competing in the games, starred in the latest TV ads from Woolworths.

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