Strategist of The Year Posted on


Huge congratulations to Jo Arden, CSO MullenLowe London, who has been named ‘Strategist of the Year’ in the Campaign UK Agency of the Year 2018 awards!

Of her win, Campaign Magazine says: “Jo Arden is overdue a little industry acclaim. She is a critical player at her agency MullenLowe London, leading a department that picked up both Effie and IPA Effectiveness Awards last year. Moreover, she is a serial pitch winner (most recently helping the agency land the Co-operative Bank business) and the personal architect of strategises and campaigns that generally matter.

“Last year, Arden was instrumental in campaigns that encouraged victims and survivors of child sex abuse to come forward and tell their story to the Independent Inquiry into Child Sex Abuse, tackled heart disease with the British Heart Foundation and recruited nurses with the NHS. All three are among the toughest campaigns attempting societal change – particularly the Independent Inquiry into Child Sex Abuse. The ‘Truth Project’ strategy that Arden came up with sought to inspire people from every part of society to participate and to give a voice to victims and survivors who otherwise denied it. It used the campaign line, ‘I will be heard.’ The agency was unable to share the results of the campaign, but they are believed to be significant.

“Moreover the agency’s work for the NHS used Arden’s strategy of taking the massive pride we all feel in the NHS to a more active desire to be part of its future. Ian Hampton, NHS England’s senior campaigns manager, said: ‘Jo is one of the best strategists I have encountered in my 25 years as a public-sector client. I always look forward to her presenting because I know I’m going to learn something new about my area of expertise. More importantly I know the result will be a great campaign.’

“In addition to her client work, Arden has also given back to the industry. Last year she was chair of the Nabs Fast Forward course, a WACL Gather committee member and a judge for the WARC Brand Purpose Awards. She was also granted an IPA Fellowship.

The judges praised Arden highly. One said she was a ‘purpose-driven strategic thinker who delivers and turned around the agency’. Another cited the fact that Arden produces ‘great work for worthy organisations – but important delivered outstanding results.’”

This article was originally published in the March print edition of Campaign Magazine.

See the full list of winners here