Modern Citizens – the agency formed from the merger of Creature London, Positive London, and Positive Netherlands – has beefed up its senior team with a new chief strategy partner and a new managing partner ahead of its official launch next week.
Tom White has been brought in to succeed CSO Andrew Gibson, who after 10 years with Creature London is stepping down to take extended parental leave.
While at Creature, Gibson won multiple accounts and awards, and also founded Creature’s strategic consultancy arm White Crow. More recently, he has been an important player in the cross-discipline team developing the Modern Citizens brand.
White previously worked as CSO at AMV BBDO, where he worked across brands including Walkers, PepsiCo, the Metropolitan Police and Guinness.
He will lead the strategy team and be responsible for evolving the agency’s long-term strategic approach; White will report into CEO Matthew Robinson.
Meanwhile new managing partner Pumie Msengana brings with her over 20 years’ experience in developing teams, agency partners and clients.
Since moving to the UK from South Africa in 2011, she had stints at agencies including M&C Saatchi, WCRS and most recently Ogilvy, where she was for seven years, holding positions including global business director and global client partner.
Msengana has led local and global brands including Philadelphia, Dove, Vodafone and Santander. She also works with several pro bono clients, including Girl Up, UK Black Pride and World Afro Day.
Matthew Robinson said: “We are thrilled to welcome Tom to the team. He has an outstanding track record of creating effective and award-winning work across some of the biggest brands in the world. This will be invaluable as we continue to push boundaries and deliver exceptional results for our clients. I couldn’t be more excited to see what he’s going to achieve with the multi-talented crew we have at Modern Citizens.
“Pumie brings a wealth of experience and a successful track record with over 20 years’ of working with leading integrated teams across great brands, so we are incredibly excited to welcome her to the Modern Citizens team.”
“We want to thank Andrew for everything he has done for this place. He has been an integral part of our journey for over a decade, both with the work and the culture, and I speak for the whole team when I say he will be missed. We wish him all the best for the future, in particular with his new arrival!”
