Genna Franconi Named CEO of 22squared and Trade School

In a move that bridges heritage with innovation, Richard Ward, executive chairman, has announced that Genna Franconi has been named CEO of sister agencies 22squared and Trade School, marking a new chapter for this portfolio of independent agencies. Genna's appointment comes full circle, as she steps into leadership of both the agency where she cut her teeth and the forward-thinking shop she founded.

Genna's entrepreneurial spirit led her to launch Trade School in 2020 with a bold vision: revolutionising how major brands approach personalised content at scale. Despite debuting two weeks before the pandemic, she steered the agency through unprecedented waters, transforming challenges into catalysts for growth. Under her leadership, Trade School tripled in size in just five years, becoming a beacon for modern marketers seeking agile, audience-led creative solutions.

“Genna’s tenure at 22squared and success in building Trade School into a new generation of marketing agencies gives her the institutional knowledge and innovative skills to lead both agencies and take them to our next level of growth,” said Richard Ward.

Genna has ambitious plans to accelerate growth at Trade School through the introduction of tech-driven solutions that are solving its clients' most challenging business problems - bridging brand building with personalised content at scale. At 22squared, Genna will be focused on expanding the agency’s full-service media and analytics offering.

"It’s an incredible privilege to lead this dynamic portfolio into our next chapter, where we’ll leverage our strong foundation and fierce independence to build for the future," said Genna.

The combined strength of the unified portfolio includes a robust media team of over 100 professionals wielding $375M in buying power, alongside integrated strategic insights, creative excellence, and cutting-edge technology. Under Genna 's unified leadership, both agencies are poised to set new benchmarks for results-driven marketing innovation.