Uncommon Creative Studio has made a double appointment as part of plans to boost its “cultural-first” approach through more sophisticated data integration.
Robyn D’Arcy has been hired as the agency’s first head of data, and marks the launch of a dedicated data discipline within the studio, while Steph Morrow has been appointed head of cultural strategy; both will work closely with chief strategy officer Tobey Duncan and co-founder Lucy Jameson.
D’Arcy joins from AMV BBDO, where she has been head of data since May 2023, responsible for growing and evolving the agency’s offering and widening its areas of expertise.
Prior to that she held senior strategic roles at Ogilvy PR and Wunderman Thompson, where she led insights for brands such as Snapchat, Bose, and Sainsbury’s.
Her experience spans social, search, and web analytics, with a specific focus on navigating the increasingly complex landscape of privacy regulations and first-party data.
At Uncommon, her remit is to build a data practice that is “embedded throughout the process” and treats data as inherently strategic and creative, transforming “cold numbers” into what the agency describes as “soulful insights”.
Meanwhile, Morrow takes up her role after freelancing with the agency since August 2025. She was previously head of strategy at Virtue (Vice Media’s creative agency) and held senior roles at Anomaly and Droga5.
She also founded Studio Worrom, a queer-female led strategy consultancy that prioritises purpose-driven work and inclusive design.
Throughout her career, she has acted as a cultural consultant or strategist for brands such as Netflix, Converse, and The North Face.
Lucy Jameson said that the duo brings “incredibly powerful and complementary disciplines” in data and cultural strategy to the agency.
The hires come at a time of continued growth for Uncommon. Its most recdent work includes a new campaign for BA, “An Original British Briefing” , which subverts traditional airline safety videos to focus on the “crushing pressures” of modern life as a reason to travel.
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