Sara Tate

Chief Executive Officer

Sara joined TBWA as CEO in October 2017, as part of a new management line up.

She's one of few agency leaders to have begun her career as a Strategist, working on world renown brands such as British Airways and Baileys and winning APG awards for her thinking.
Having spent several years at AMV and BBH, Sara joined Mother as a Strategy Director in 2007, running Boots No.7 and the agency's global Coca-Cola business including Diet Coke, Powerade and Oasis.

After creating a 60 foot Japanese, water-hating duck, and persuading several Olympians to appear in the nude, Sara decided a change was due.

She became Mother’s first Head of Brand and New Business in 2011, before becoming the first woman appointed to Mother¹s board, and the first Managing Director the agency had appointed, in 2013.
Sara is a working Mother of two spirited (read: unruly) children aged 1 and 3.