BBH deputy ECD Caroline Pay exits

Caroline Pay: BBH deputy executive creative director resigned last week
Caroline Pay: BBH deputy executive creative director resigned last week

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Pay joined BBH at the beginning of 2014 as managing partner and head of creative development and was promoted to deputy executive creative director in October 2014.

It was her second turn at the agency; she had worked as a creative director on the Levi’s account ten years before, having established her creative career at Mother working on brands including Boots and Coca-Cola.

Pay was most recently responsible for running the Tesco account at BBH, creating the new campaign starring actress Ruth Jones.

Pay resigned last week and her departure was announced to the agency and clients last night. She said the promotion of Heartfield and Austin had given her "the chance to look up and out".

"There is so much change in the industry right now, I’m hungry to explore the opportunities for creative leaders that didn’t even exist five years ago," she said. 

BBH’s executive creative director Nick Gill said of Pay: "I’d like to thank her for her considerable contribution to our agency, in particular I would call out her leadership of the creative department and the Tesco account."

Of Heartfield and Austin’s new roles, he added: "We want to amplify and accelerate the creative momentum that is building at BBH right now. Ian and Anthony are two proven BBH leaders and they share a burning ambition to make BBH the creative powerhouse that we all want it to be."

Heartfield (left) and Austin

Pay had been the last remaining member of the agency's "rebooted" leadership team after joint strategy chiefs Jonathan Bottomley and Jason Gonsalves left earlier this year and managing director Mel Exon departed to become chief executive of The Sunshine Company.

Deputy executive creative director Rosie Arnold also left the shop in May after 33 years.

Heartfield joined BBH in 2010, working as creative director on Barclays, Kronenbourg, Barclaycard, Virgin Media, St John Ambulance and Audi. For Audi he created the Cannes gold-winning "Birth" and most recently the R8 "Spin" ad.

Before joining BBH, at Abbott Mead Vickers BBDO his epic film for Guinness, "noitulovE", won the Film Grand Prix at Cannes Lions and made him the Gunn Report’s most awarded copywriter in the world in 2006.

Austin arrived at BBH from Mother in January 2015 to launch Black Sheep Studios, the agency’s production arm, creating video content including branded content, music videos, and documentaries.


Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free