Wunderman Thompson nabs strategy chief from BBH

emily ruleWunderman Thompson UK has strengthened its offering with the appointment of BBH chief Emily Rule as the WPP agency’s new head of strategy.

Rule started her career at MullenLowe Cape Town in her native South Africa as a strategic planner and was promoted to head of strategy soon after.

Following a spell freelancing, Rule then moved to the US, and took up the role of strategy director at McGarryBowen NY and then strategy director at EP+Co, working across brands including TUMI, Puma, Morgan Stanley, Verizon, JC Penney and Burt’s Bees.

She joined BBH London in 2019 and worked on accounts including Audi, Weetabix and Mentos.

At Wunderman, where Rule will report to UK chief strategy officer Sid McGrath, she will take on responsibility for guiding the integrated strategy department, encompassing brand communications, digital experience, CRM, B2B, social and commerce specialists.

Rule will lead a team of strategists, blending creativity with data and technology in a drive to produce bolder, more holistic thinking to help modern brands inspire and thrive; she will also be the strategy partner on Wunderman’s HSBC account.

McGrath said: “Emily is brimming with energy, enthusiasm and, most importantly, kindness. She is whip-smart and has a brilliant track record of working with big brands and big business challenges. From the first moment I met her, I knew Emily would be the perfect person to take on and lead our growing strategy department. I can’t wait to see the new ideas she brings as we continue to build the best multi-discipline team in London.”

Rule added: “It was science that drew me to Wunderman Thompson. Its Collision Theory to be precise. It states that when two unfamiliar species bump into each other with enough energy, their collision results in the creation of an almost always more interesting entity.

“I am a creative strategist, who believes in the power of strategic imagination and Wunderman Thompson is a genius hivemind. Together with the team I anticipate some magic on the other side of this collision – it’s simple science really.”

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