Helen Calcraft
London
Summary
Dynamic founder and leader with a proven track record in strategic vision and brand development, exemplified by co-founding Lucky Generals and achieving a £43m sale to Omnicom. Expert in financial management and client engagement, fostering significant relationships with brands like Amazon, while championing innovative HR policies that enhance workplace culture.
Overview
36
36
years of professional experience
Work History
Founder and Chair
Lucky Generals
05.2013 - Current
- Co-founded the advertising agency in 2013 with no financial backing. Built the business to 18 clients and 150 staff in London. Led expansion into the US market. Sold a majority stake to the world's largest holding company group, Omnicom, for the equivalent of £43m.
- Considered to be in the top 5 best creative agencies in London (shortlisted for Agency of the Year 9 times, consistently amongst the top performers in New Business leagues, known for both strategic planning and creative prowess).
- Reputation for creating brand platforms that deliver cultural capital for brands via social media; and driving digital marketing communication for clients as well as famous TV campaigns .
- Developed long-term client relationships with brands including Virgin Atlantic, Amazon, the Co-op, the Guardian, TikTok and Yorkshire Tea, leading to significant and demonstrable commerical success.
- Appointed as the Labour Party's agency of record and delivered the successful marketing and advertising campaign for the General Election.
- Became the first British agency ever to win the Superbowl with Amazon's Alexa and created the most watched ad in the world (200m views on YouTube).
- Personally responsible over 12 years for company strategy, managing the P&L and creating plans for growth, leading new business and client retention, culture development and agency reputation.
- Spearheaded market-leading HR policies in the areas of grief, IVF, miscarriage and Cancerversaries.
Trustee and Committee Chair
Cancer Research UK
03.2010 - 06.2023
- Served the charity for a total of 13 years.
- Joined as a Trustee and served the maximum term in this role. While a Trustee, sat on the Finance and Fundraising and Marketing Committees.
- Subsequently chaired the Fundraising and Marketing Committee for 4 years after stepping down as a Trustee.
- Oversight and advisory responsibilities included; establishing a 10 year vision and 2 consecutive 5 year plans, leading a sub-committee to completely overhaul brand identity, marketing strategy and communications, mentoring key members of the Exec Team, advising on key hirings in sales and marketing, developing detailed fundraising strategies for multiple audiences.
Founder
MCBD Advertising
06.1999 - 06.2012
- Co-founded MCBD with 3 partners, and built the agency over 10 years before selling it to Canadian company Cossette for the equivalent of £28m.
- Managed the P&L, led the hiring/retention/culture of staff, led all new business efforts, fostered senior client relationships, co-created strategy for the company.
- Developed long-running and highly effective campaigns for clients including the Department of Health (Anti-Smoking), Waitrose, Premier Foods, the Department of Work and Pensions, the Met Police and Virgin Trains.
- Won Effectiveness Agency of the Year 4 times in 10 years.
- The agency's iconic spot for Hovis was voted "Ad of the Decade" by the British public.
New Business Director
AMV BBDO
10.1989 - 05.1999
- Began as a graduate trainee, sharpening pencils, setting up meeting rooms and making coffee.
- Stayed with the company for 10 years. Was the youngest woman ever to be promoted to the board (at 28) and the youngest person to be made Head of New Business. In my time in the role, AMV BBDO consistently topped the New Business League.
- Worked on and later ran client business including BT, Sainsbury's, WHSmith, the RSPCA and Nivea.
Education
MBA - Business Administration
London Business School
London07.1999
Bachelor of Arts - Drama And Theatre Studies
Royal Holloway College, London University
London07.1988
Skills
- Strategic vision and business strategy
- Brand strategy, marketing, communications
- Financial management and profitable revenue growth
- Galvanising complex organisations and stakeholder groups
- Leadership team coaching and mentoring
- Client relationships and engagement
- Business development and growth
- Staff management, team building, culture
Additional Information
2025-2026: President Elect of The Thirty Club of London
I am the incoming President of my industry's most prestigious and exclusive private member's club, for people working in advertising and the media. It meets monthly to hear from world-class speakers and discuss the issues of the day. Members include the Director General of the BBC, the CEOs of ITV, Channel 4, the Guardian, Global Radio, leaders from social media platforms including Meta, Spotify and Google and from well-known marketing-led business such as Diageo, BT and Boots. Previous speakers include key members of the Royal Family, every Prime Minister from Churchill to Starmer, and iconic figures from business, science, entertainment, and the arts.
2017-2024: TimeTo Founder and Campaigner
A founding member and key driver of TimeTo - the advertising industry's initiative to eradicate sexual harassment in the workplace. We conducted research, which revealed 1/4 women under the age of 25 still experience sexual harassment at work. We created an industry-standard policy which was formally adopted by 280 agencies, and ran a highly impactful, 5-year campaign including hard-hitting advertising, training and handbooks to raise awareness and encourage people to speak up. The latest research shows that people in the industry are 68% more likely to speak out if they observe,or are subject to, inappropriate or bullying behaviour in the workplace.
2006-2007: President of WACL
Women in Advertising and Communications London is a member's organisation that exists to accelerate gender equality. I was the club's President in 2006 and I'm still a regular speaker and contributor nearly 20 years later. I was featured in Channel 4's 2023 documentary, "Mad Women" (a programme about pioneering feminists and members of WACL, who had made ads that changed the industry and advanced the cause of women).
Timeline
Founder and Chair
Lucky Generals
05.2013 - Current
Trustee and Committee Chair
Cancer Research UK
03.2010 - 06.2023
Founder
MCBD Advertising
06.1999 - 06.2012
New Business Director
AMV BBDO
10.1989 - 05.1999
MBA - Business Administration
London Business School
Bachelor of Arts - Drama And Theatre Studies
Royal Holloway College, London University
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