Lucky Generals

Lucky Generals celebrated its 10th year in 2023 but there was no sign of the agency slowing down - or growing up. Instead, it went from strength to strength. Highlights included sweeping the effectiveness awards for Yorkshire Tea; tackling big briefs for the likes of Virgin Atlantic, Labour and The Guardian; and introducing the odious “Oblivia Coalmine” to the world, for Make My Money Matter. Meanwhile, new business wins included TikTok, Heineken and National Express.

The agency looked after its own house too, growing 15% (vs. 0.3% for the British economy), keeping churn down to 19% (vs. an industry average of 34%), increasing its training budget by 50%, giving back £357K worth of time to good causes and introducing a slew of new employee benefits and policies. At a time when many observers have been fretting about the industry's future, the Generals have shown that there’s still a fantastic business model in good people, doing great work and having fun. Just to prove it, they took everybody to Italy for a couple of days, to celebrate their birthday in style.