Lucky Generals

In 2025, Lucky Generals entered its 13th year of business. And let’s face it, the economic and industry omens were not good.

But despite these gloomy portents, the agency recorded its best year ever: • Revenues grew by 39%, to an all-time high • Within this, average revenue per client went up by 60%, showing the importance of organic growth • The agency won 6 out of 6 pitches, to hit the #1 spot in Campaign’s New Business table • Wins included the biggest pitch of the year – Asda – and iconic brands like Irn-Bru and TikTok • Headcount rose by 49%, at a time when the industry was making mass redundancies • Employee survey scores soared, with 95% of staff saying it was a fun place to work • And the agency led the way on a host of big industry issues (they even addressed the UN) The remarkable thing is that this was not the result of some clever formula or a proprietary piece of technology. Instead, it came from an obsessive focus on achieving great results for clients like Yorkshire Tea, Virgin Atlantic and Heineken Maybe there’s a lesson for the industry, in that simple truth?