Grey London Appoints AMV Innovation Head As New Head of Strategy

Grey London has found three unique talents to continue to drive strategy at the agency forward.

Lilian Sor, AMV BBDO’s Head of Strategy Innovation, has been appointed Head of Strategy, replacing Matt Tanter who stepped up to CSO in June. She is joined by Sunshine Joint Head of Strategy and former global engagement lead at Burberry, Jonny Ng, who as Strategy Partner will take up the strategic lead on the agency's flagship account, M&S. 

In addition, Grey London is promoting Ruth Chadwick from Strategy Director to the new role of Deputy Head of Strategy to help run the growing and increasingly diverse team.

With a career that’s equal parts brand, digital and direct, Lilian is perfectly placed to lead the next evolution of strategy at Grey London.  Joining from AMV, she led the strategy on some of the agency’s most creative and successful accounts, including Guinness globally for which she won a Glass Lion, APG Gold and Marketing Society awards.  She pitched and won Smart Energy GB and Virgin Holidays, and headed up comms and digital strategy across all clients. In this role, she helped clients extend their brand across all channels. Prior to this, she was a digital planner at Partners Andrews Aldridge on Glenlivet and Durex, and in her native Australia at Host and Lavender, two of the country’s leading integrated agencies. 

Lilian said: “I’m excited about building on the strong foundations already laid at Grey. In a world that feels increasingly complex and unpredictable, helping nurture a diverse, energetic and astute team that can not only hone in on what will truly resonate with an audience outside of our advertising bubble, but can also help pinpoint where, when and in what form an idea will have the most power will be key. It’s a fascinating time to be a planner.”

Jonny Ng joins the agency and its flagship M&S account having spent more than 10 years creating integrated, international and innovative marketing for some of the world’s best-known brands. He began his career at Agency Republic, working on O2 and PlayStation, before joining Mother where he worked on the Coca Cola portfolio across Europe. He then spent three years client-side at Burberry – where, as Global Head of Engagement Marketing, he founded its strategic marketing discipline and drove initiatives including its industry first ‘Runway Made-to-Order’, where personalized product was available from the catwalk. He joins Grey from Sunshine where was Joint Head of Strategy, working on clients including Boden and Roald Dahl.

Jonny said: “I was looking for a progressive place to put all my experience together.  At Grey London, working on M&S, I have the opportunity to explore the future of marketing on scale.”

Ruth Chadwick, who joined Grey in 2013, has been a driving force in the strategy team and the agency, making her mark on clients including British Heart Foundation and GSK as well as several key pitch wins. Most recently, she led strategy on the multi award winning ‘500 Years of Stories’ for Tate.

All three have a natural understanding of a constantly changing culture that brands now must thrive within, combined with a fluency in the full spectrum of modern marketing disciplines and the drive to bring it all together to create work that truly makes its mark on the world.

Matt Tanter, Grey London CSO adds: “There are some incredibly talented strategists out there but Lillian and Jonny stand apart in manner, modernity, energy and ambition. They are joining an already formidable and diverse strategy crew the heart and soul of which is Chadders. This is a team that are hell bent on making work that matters in the world. Of any shape.  And doing it together.”