Booms & Shakes: The big creative industry moves you need to know this November

Another month, another sweep across the industry to see who's making moves. Booms & Shakes is where Creative Boom rounds up the shifts shaping creative culture right now. That might mean the interesting hires, wins that hint at bigger trends, and the fresh studios, bold launches and strategic pivots that say something about where the sector is heading next.

There's plenty to dig into this November. Agencies are securing heavyweight briefs in youth wellbeing, motorsport and investment. Creative leaders are switching continents. Studios are opening new doors in Derry, New York and Saigon. And across the board, there's a notable appetite for reinvention, from new chairpeople to new propositions and entirely new ways of working.

It's not only reassuring, it shows that despite the economic gloom, things really are moving. So whether you're scouting talent, picking up signals, or you simply love seeing what everyone's up to, this is your monthly download of who's rising, reshaping and rewriting their next chapter.

Client Wins

The Children's Society appoints GOOD as lead integrated creative agency

GOOD Agency has been named lead partner on The Children's Society's most ambitious appeal to date – a multi-year, brand-plus-response programme landing in 2026. The goal is to address the UK's teen wellbeing crisis at meaningful scale.

"Teenagers are in crisis and supporting them must be one of the most critical priorities of our time," says managing director Nilesha Chauvet. The charity's executive director of social impact, Joe Jenkins, adds that the partnership will "inspire the nation to stand with young people".

Formula E hires M+C Saatchi Sport & Entertainment for global brand and corporate comms

Ahead of its biggest season yet – 18 races confirmed – Formula E has appointed M+C Saatchi Sport & Entertainment to supercharge awareness across corporate, sustainability and culture. Expect UK and US focus, with local partners in race markets. CMO Ellie Norman says the brief is about "craft[ing] the stories that shape the future of Formula E and deliver on our mission to become the defining motorsport for youth culture".

UK Retail Investment Campaign selects M+C Saatchi (with the7stars) as creative and media partners

Backed by the Investment Association, this nationwide effort aims to build confidence and inclusion around investing from 2026 onwards. Jo Bacon, UK Group CEO at M+C Saatchi, frames it as behaviour change at scale – "mak[ing] investing hard-earned money feel relevant and accessible."

DNCO x Tate Liverpool

Flagged on our desk this month: DNCO's collaboration with Tate Liverpool. Details are slim at time of writing, but the partnership signals continued investment in cultural brand experience – one to watch as programme updates land.

New Hires & Promotions

Koto appoints Charles Fallon as its first Chairperson

Koto has named Charles Fallon as its first-ever Chairperson, marking a significant milestone following new investment from WestBridge. Fallon brings 15+ years of agency experience (including Saatchi & Saatchi) and two decades advising creative and tech businesses through SI Global. He will work closely with founders James Greenfield, Caroline Matthews and Jowey Roden to support Koto's evolution from brand studio to full-scale creative company, expanding globally across brand, digital and campaign.

Iris names Charlotte Bruton, Director of Innovation, AI and Technology

A new role uniting Iris' innovation and tech capabilities under one leader. Bruton – a futurist and strategist with two decades in advertising and digital – joins from Clemenger BBDO / CHEP Australia, where she led AI and machine-learning integration for Samsung, Nutricia and Virgin Velocity. Reporting to global CCO Menno Kluin, she'll steer AI adoption, emerging-tech strategy and rapid prototyping. CEO Zoe Eagle calls her "idea-oriented, creatively ambitious and a true team player."

Cheil UK hires Tony Mohammed as Growth Director

After nine years of scaling OMM globally, Tony Mohammed joins Cheil UK to drive the agency's next chapter, from new business to market profile. CEO Chris Camacho highlights his "entrepreneurial mindset and client-first approach," while Mohammed sums up his focus as unlocking opportunities where culture, creativity and tech meet.

T1 hires Nathalie Cusson as Executive Creative Director

Sponsorship and experiences agency T1 has appointed Nathalie Cusson as Executive Creative Director, bringing more than 20 years of design, advertising and filmmaking experience. Montreal-based Cusson strengthens T1's ability to support communities across Canada in both English and French, known for her blend of strategic clarity and emotional storytelling. "She brings a rare mix of artistry and pragmatism," says president and CSO Nithya Ramachandran, who adds that Cusson joins an all-women strategy and creative leadership team.

Gardiner Richardson creates the MD role and appoints Jen Hallam

Newcastle's Gardiner Richardson has appointed Jen Hallam as its first Managing Director as co-founder Lucy Gardiner steps into retirement. Hallam joined the agency in 2022 and will now lead strategic direction alongside co-founder Darren Richardson and strategy director Matt Forster. The move marks a new era for the 27-year-old agency as it continues to evolve its brand communications and strategic services for clients, including EGGER, AkzoNobel and Newcastle Airport.

Elmwood appoints Polly Hopkins as UK Managing Director & Global Head of Corporate Brand

Elmwood has hired Polly Hopkins to lead its 100-strong London studio and expand its global corporate brand offer. Hopkins joins from FutureBrand, where she spent over a decade across London and New York, driving strong growth in recent years. She will accelerate Elmwood's new "intent to impact" proposition and spearhead its experience-driven approach to modern brand-building. Elmwood global CEO Daniel Binns calls her "ambitious, collaborative and exactly what we need as we scale impact across our network."

Big Moves

Allies opens a Derry studio

Belfast-born Allies is back on home turf with a new Derry base – "small, but ours," as the team puts it – while keeping a regular Belfast presence on Hill Street. With live briefs spanning Belfast, Dublin, London and beyond, the move is about doing their best work where they're happiest, with less commute and more headspace.

Matt Dunn relocates to New York

The Cannes Lions Grand Prix-winning creative director has moved to NYC after stints with Ace of Hearts London, Cash App and Special Australia. He also mentors on D&AD Shift in NYC and London – expect to see his fingerprints on more stateside work soon.

Peter & Paul introduce new era with creative director hire and new positioning

Sheffield studio Peter & Paul has entered a new chapter following the departure of co-founder Paul earlier this year. The team has appointed Bob Sanderson as Creative Director and unveiled a full repositioning – new process, new ethos and a refreshed case-study portfolio – all wrapped up in a brand-new website launched last week. The agency describes the shift as a "remix" that's already delivering clarity, momentum and a renewed sense of direction.

New Ventures & Launches

Dom Edwards launches analogue-meets-digital bike print shop

Designer and printmaker Dom Edwards has turned a 2016 self-initiated experiment into a full print practice – physically printing bike components, scanning the textures, then building graphic systems from the results. Works are produced on GF Smith Colorplan (cue a Factory Yellow nod to the Tour) and Hahnemühle for giclée. A recent Instagram reel showing the tyre-to-poster process hit 1.3M views; Dom says the takeaway is clear: "people are craving something slower and more human."

Function Lab and G Axis Press – updates from Joyce Shi (NYC)

Design director Joyce Shi has launched Function Lab, a studio focused on open, experimental problem-solving, alongside ongoing independent publishing practice G Axis Press. Recent titles – including "BWV988: kaleidoscope" and "(re)existence" – continue her investigation into the book as a time-based medium and interactive object, with recognition from NY ADC, Tokyo TDC, AIGA and more.

Small Family Business launches – four-generation creative company

A genuinely family-run studio has entered the industry: Small Family Business (SFB), founded by former Havas London global ECD Elliot Harris, alongside daughters Eva and Tallulah, and father-in-law Billy Mawhinney (ex-BBH/JWT). With experience spanning Vogue collaborations, beauty giants, luxury fashion and award-winning global campaigns, SFB positions itself against bloated structures, instead championing craft, honesty and relationships. The studio launches with Sunrise Beverages as its first client, and support from "extended family members" including Sir John Hegarty and SCA dean Mark Lewis.

Closing Argument – a new studio from Jenny Kutnow

London-based designer Jenny Kutnow has launched Closing Argument, a practice spanning signage, wayfinding, branding and environmental graphics. With two decades' experience – including six years leading environmental design at Education First – the studio focuses on clear systems and context-driven work that integrates with architecture and landscape.

Loud and Queer – an online resource celebrating LGBTQ+ history

A new platform archiving 100+ illustrated profiles of prominent queer figures, each pairing a queer writer with a queer artist. Contributors include Jose Aroda, Wilfred Wood, Josh McKenna, Sofie Birkin and Xavier Schipani. Built to tackle the lack of LGBTQ+ education many experienced growing up, it's free and designed for year-round discovery, not just one month of the year.

Base Design partners with Rice Studios to launch BaseSaigon

Base Design has expanded its global network through an alliance with Vietnam's Rice Studios – now BaseSaigon – joining Brussels, New York, Geneva, Melbourne and BaseDigital. The model balances local autonomy with shared processes and collaboration. As co-founding partner Thierry Brunfaut puts it, "we found a team that already felt like family," while Rice co-founder Joshua Breidenbach frames it as amplifying Vietnamese brands on a global stage.

Maya Jama x Creative Access unveil mentorship for underserved women

Broadcaster and entrepreneur Maya Jama has partnered with Creative Access on a 6-month mentorship for eight early-career women from historically underserved backgrounds. Mentors include Julie Adenuga, Jo Ellison, Priya Ahluwalia and more across TV, fashion, comms and talent. "This mentorship programme is something I have always wanted to do," says Maya. Creative Access's Josie Dobrin calls it a "vital stepping-stone" that ensures the industry doesn't miss the voices shaping its future.

Solid Yarns – a podcast on culturally safe creative collaboration

Co-produced by RMIT University and Solid Lines, Solid Yarns is a five-part series bringing First Nations artists and industry partners together to discuss how collaborations really work – what helps, what harms, and how design can move toward culturally safe, sustainable practice. Available on Spotify and Apple Podcasts now.