Booms & Shakes: October's biggest industry news and fresh appointments

If September was all about comebacks, October feels like pure, solid momentum. We've had some big news land in our inboxes this month, and we've compiled all the best industry gossip right here.

From the emails we've received, it's clear that agencies are on the move, clients are opening their wallets again, and the creative job market has a bit of its old spark back.

It's giving us super positive vibes, seeing the quiet confidence running throughout. And there's a sense that, despite all the noise around AI and tight budgets, there's still plenty of work to go around. Without further ado, let's get into this month's biggest industry movers and shakers.

Client Wins

Department for Education appoints M+C Saatchi

M+C Saatchi Group UK has been awarded a £9m four-year contract as the Department for Education's lead strategic creative agency for teacher recruitment. The brief focuses on reframing perceptions of the profession and inspiring more under-30s to choose teaching as a career, as part of the government's plan to recruit 6,500 new teachers. Jo Bacon, Group CEO, called it "one of the most important challenges in government communications".

Financial Times names New Commercial Arts as creative agency

New Commercial Arts has been appointed as the Financial Times' new creative agency for its consumer subscriptions business. The partnership will build a fresh platform rooted in the FT's trusted journalism while expanding its appeal to new global audiences. "It's a privilege to work on a brand of such critical importance," said CEO Hannah White.

Beko appoints Digital Natives as global social AOR

Digital Natives has scooped a global social brief for home appliance giant Beko, spanning its Beko, Hotpoint and Whirlpool brands. The multi-market engagement includes AI-powered content systems and tailored campaigns for each brand's distinct audience.

Neverland to rebrand former City Hall

Independent agency Neverland has been chosen to rename and rebrand 110 The Queen's Walk – formerly London City Hall. The new identity aims to transform the Foster + Partners-designed building into a vibrant destination for offices, restaurants and visitors. A new name and brand launch are due early next year.

Trainline teams up with W+K Amsterdam

Trainline has appointed Wieden+Kennedy Amsterdam as its global creative agency, launching the partnership with Whatever Your Priority, a campaign that celebrates the ever-changing needs of travellers. The work spans five playful films and a full European media rollout.

Butterfly Cannon secures trio of new accounts

Butterfly Cannon has been appointed creative agency of record for Palm Bay International's Cavit and Roscato wines, Smiling Wolf Non-Alcoholic Spirits, and Highland Park Whisky gifting, reflecting the studio's growing strength in drinks and lifestyle branding.

Singapore Tourism Board appoints Splendid Communications

Splendid Communications has become Singapore Tourism Board's integrated marketing agency in the UK. It follows a competitive pitch process, and marks a new chapter for the organisation which is keen to get closer to UK audiences and reinforce its position as a leading destination for both leisure and business. Splendid will spearhead will work across creative campaigns, brand and content partnerships, media relations and influencer collaborations.

New Hires & Promotions

Lisa Carrana joins M+C Saatchi as Executive Head of Art

M+C Saatchi Group UK has appointed Lisa Carrana to the newly created role of Executive Head of Art. Formerly UK Head of Design at Dentsu Creative, Carrana brings over 25 years of experience on brands including Adidas, Xbox and Just Eat. Her mission: put craft and design at the heart of the agency's "Cultural Power" proposition.

Chris Chapman heads to Leagas Delaney

Award-winning design leader Chris Chapman has joined Leagas Delaney as Head of Design after a decade at AMV BBDO. Chapman, whose work includes Grand Prix-winning campaigns for Essity and The Trash Isles, will help push design deeper into the agency's creative core.

David Lynch returns to BBH Dublin

Producer David Lynch is back at BBH, this time as Production Director in Dublin. Lynch, whose credits include Audi's "Clowns" and Simba's "Made for Peace", returns after stints at 72andSunny, W+K NY and Uncommon. "Being Irish and joining the Dublin office is an amazing opportunity — and one I won't take lightly," he said.

Fuse appoints Lucy Basden-Smith as managing director

Fuse has hired Lucy Basden-Smith as MD, bringing 18 years' experience in sports and entertainment partnerships. She joins from Havas Play and will lead Fuse's global strategy, client relationships and innovation efforts.

Landor names Marina Ammirato, MD of New York

Landor has appointed Marina Ammirato to lead its New York studio, strengthening its Americas leadership team. Ammirato joins from Wolff Olins and Redscout, and will focus on helping brands unlock growth by putting brand strategy at the centre of business.

Niall Kerry joins Kit Studio as Head of Advertising

Award-winning creative director Niall Kerry has left Anomaly to join Kit Studio, strengthening its advertising offer. "I'm excited to bring that experience into an environment where I can apply creative integrity and adaptive thinking to every challenge," he said.

Anirudh Shiva returns to SuperHeroes as Creative Director

Anirudh Shiva has rejoined SuperHeroes as Creative Director after four years away, bringing fresh experience from Gospooky and Boomerang. His focus: building the creative team and delivering "jaw-dropping, thumb-stopping, eye-popping work" in an AI-driven world.

Billion Dollar Boy expands US leadership team

Billion Dollar Boy is strengthening its US presence with a wave of new hires, including Roxanne White as Senior Creative Director, Brantley Doyle as Senior Director of Project Management, and new strategists Camden Leary, Michael Ghossainy and Isabelle Battin. The expansion follows a year of rapid growth, with US EBITDA up 99%.

TMW announces senior promotions

TMW, part of Accenture Song, has promoted Kate Howarth to Head of Client Services, Paul Dazeley to Group Head of Planning, and Jos Ingram to Group Planning Director (CRM). The promotions follow major new client wins and continued agency growth.

Lucy Basden-Smith joins Fuse as MD

Sports and entertainment marketing agency Fuse has named Lucy Basden-Smith as its new Managing Director. She brings over 18 years of experience and will spearhead global growth, innovation and client partnerships.

Plaud hires luxury brand leader Kamel Ouadi

AI note-taking leader Plaud has appointed former Louis Vuitton and Bang & Olufsen exec Kamel Ouadi to lead its Global Brand Centre. The hire signals Plaud's ambition to evolve from a productivity tool into a premium, aspirational brand.

Launches & New Ventures

Playmaker Creative Club makes its debut

Founded by ex-Gymshark and Snap experiential lead Sam Ward, Playmaker Creative Club is shaking up the agency model with a collective approach that assembles tailored creative teams for each brief.

Specialising in the intersection of sport, fashion and culture, Playmaker has already delivered events in London, New York, Cologne and Chicago, with more to come in 2026.

Wayne Deakin launches Studio Deakin

Independent creative director and designer Wayne Deakin has launched Studio Deakin, a new consultancy focused on creative direction, brand advisory and design. It comes after almost four years as global principal and global executive creative director at Wolff Olins.

Archie launches as the UK's first AI artist agency

New venture Archie has launched as the UK's first artist agency representing creatives working exclusively with AI across stills and motion. It hopes to champion this new generation of artists and connect them with brands and clients.

Crafts Council launches new membership scheme

The Crafts Council has refreshed its membership model to better connect makers, learners and supporters. New initiatives include The Maker's Manual, Craft After Dark events, a new podcast and expanded online resources – all designed to strengthen the UK craft ecosystem.

OpenAREA celebrates five years of Flock Together

Creative director Ollie Olanipekun has launched OpenAREA, a new platform reframing how people engage with nature through cultural programming. The initiative coincides with the fifth anniversary of Flock Together and includes performances, installations and immersive experiences at Camley Street Natural Park.

Grapevine

Butterfly Cannon doubles down on comms

Butterfly Cannon is expanding its communications offering, with new hires including Thomas Lacey (Creative Director, ex-Here Design) and Bronwyn Schnurr (joining from 20(SOMETHING)). Watch this space for what comes next.

Liam Bonar joins ISTD board

Liam Bonar, Creative Director at LBD Studio, has joined the board of the International Society of Typographic Designers (ISTD), working alongside Astrid Stavro, Hugh Miller and others.