Fox (pictured left) joins the agency from Adam & Eve/DDB (formerly DDB UK), where she was a managing partner. She will now work alongside chairman Matthew Heath (middle) and creative director Nicky Bullard (right).
Cruickshank was managing director of the agency for many years before taking up the chief executive role when Lida co-founder Lisa Thomas was promoted to chief exec of the main agency, M&C Saatchi.
Fox started her career at Brann London in 1998, before joining Lida in 2000 as group account director. By 2004 she was head of account management at Partners Andrews Aldridge where she worked with brands including Lloyds TSB, Scottish Widows and RAC.
Fox also had a spell as an independent marketing consultant, working for a number of agencies including Miller Bainbridge , Rapier and Carlson Marketing Group (now Aimia), before joining Touch DDB – DDB UK’s integrated arm – where she was managing director. She took on the Adam & Eve DDB role in 2011.
Heath commented: “It is always a terrific sign when you can encourage your most talented people to come back. Victoria brings a compelling blend of direct, digital and brand experience which is precisely what we need to keep LIDA on the upward trajectory of the last few years.”
Lisa Thomas said: “Having worked with Victoria in the early days of Lida, I’m thrilled she has returned to the fold. Victoria is a smart operator, popular with clients and a fantastic colleague. Her arrival completes a robust leadership team which is set to take Lida to even greater heights.”
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