Lucky Generals Adds New Head of Special Ops and Head of Social Impact Roles

Lucky Generals has added to its leadership team with two senior hires, each designed to fill a new role at the agency. 

Paul Mallon joins from Paddy Power, where he is currently head of brand marketing, as the agency’s first head of special ops while Chloe Davies joins as the agency’s first head of social impact. 

Mallon’s role will be a new function in the agency blending PR, social, content and guerrilla marketing. This reflects Mallon’s unusual career path, first as a journalist at the Irish Daily Star and then for 10 years at Paddy Power, where his other roles included head of mischief and head of brand engagement. Mallon’s role will be a new function in the agency blending PR, social, content and guerrilla marketing. This reflects Mallon’s unusual career path, first as a journalist at the Irish Daily Star and then for 10 years at Paddy Power, where his other roles included Head of Mischief and Head of Brand Engagement. During this time, he was central to some the betting company’s most successful stunts and campaigns, including numerous Lucky Pants activations, TV spots with Peter Crouch and Colm Meaney, Eric Cantona's Brexit Bunker, the Fan Denial social series, a drive-through confession box, Shave the Rainforest and Rainbow Laces (the last two of which Paddy Power launched with Lucky Generals).

He will report into Lucky Generals founder Andy Nairn, who said: “Clients are increasingly asking for non-traditional ideas that will make a genuine impact in popular culture – and that’s always been a sweet spot of ours. But now, we want to take things up a notch by hiring a real specialist. Having worked with Paul we know he’s the best in the business and are looking forward to letting him loose on our own clients.”

At the same time, Chloe Davies joins as the agency’s first head of social impact. This is another new function, which aims to take a more holistic approach to social responsibility, including sustainability as well as Diversity, Equality and Inclusion. Davies has a long track record in this field and is currently shortlisted for the National Diversity Awards, as a Positive Role Model (LGBT). 

Most recently, she was Head of Training & Engagement (Public & Community) for Mygwork - the global recruitment and networking hub for LGBT+ students, graduates and professionals. She also holds a number of voluntary positions, including the Head of Finance and Governance for UK Black Pride, the Head of Relations for the London Queer Fashion Show, and a Trustee for the London LGBTQ+ Community Centre.

At Lucky Generals, her role will span both the agency’s own approach to social responsibility and its clients’ strategies. She will report into Lucky Generals’ MD Cressida Holmes-Smith, who said: “We set this company up as a creative company for people on a mission, so social responsibility has always been very dear to our hearts. As with Paul’s recruitment, we think it’s time to double down on our commitments with a proper expert. Chloe not only has an incredible knowledge base and invaluable lived experience, she sees the bigger picture, which we think is crucial at a time when so many social challenges intersect and overlap. It’s a broad remit and we know she’s going to make a massive difference to us and our clients.”

Both Mallon and Davies will join Lucky Generals in early September and are expected to work closely together, to make socially responsible initiatives generate more cultural impact.