About me

Sara joined TBWA\London as CEO in October 2017, as part of a new management line up. She strives to create groundbreaking culture and is a strong advocate for campaigns that provoke meaningful cultural change. Recently, Sara took to the stage at BITE LIVE to discuss smashing stereotypes and creating more inclusive work, such as TBWA\London's #StealOurStaff campaign with soap brand BECO. The campaign encourages inclusivity by challenging businesses to hire BECO's staff, the majority of whom are disabled or disadvantaged, and help close the UK's disability employment gap.

Before joining TBWA\London, Sara was a Partner at leading London shop and sister agency Lucky Generals. Prior to this, Sara was the Managing Director of Mother London — the UK's largest independent creative agency.

Sara began her career as a strategist 17 years ago, joining AMV BBDO in 2000. She went on to work at BBH and on globally renowned brands such as British Airways and Baileys, joining Mother as a Strategy Director in 2007. There, Sara ran Boots No7 and the agency's global Coca-Cola business, including Diet Coke, Powerade and Oasis. After creating a 60-foot, Japanese, water-hating duck and persuading several Olympians to appear in the nude, Sara decided a change was due and became Mother's first Head of Brand and New Business in 2011 before moving on to become MD.

Sara has won two APG awards and was formerly a member of the Account Planning Group. She is also a Founder Member of The Two Percent Club, which drives forward the issue of under-representation of women at the top of UK business, and a member of Women in Advertising and Communications, aiming to accelerate gender equality within the industry. Sara has championed these causes throughout her career, having been both the first woman appointed to Mother's board and the first Managing Director Mother had appointed. This bit of history is very important to Sara, as she pushes the agencies she works for, the advertising industry and society in general to do more to place women in leadership roles.

Currently No Recommendations
2021 TOP 100 Creative LeadersCreative Leader of the Year Top 100 Influencer of the Year 2020Influencer of the Year Top 100 Influencer of the Year 2019Influencer of the Year
Top 25 Chief Executive Officer Contributor:

Sara Tate has been a Contributor since 25th November 2015.

Invite x3
Tagged Job Titles
Skill Level
Creativepool member since 25 February 2019