12 Feb 2018

Superunion appoints Sabah Ashraf to CEO, North America

Ashraf will play a pivotal role in defining the Superunion brand and culture in the region. 

New York. 9 February 2018. On the heels of its successful global launch across 23 offices in 18 countries, next-generation brand agency Superunion has announced that influential industry executive Sabah Ashraf has been appointed as CEO, North America.

Having spent over 15 years in senior management roles at creative firms, Ashraf brings a wealth of experience and insights to her new CEO role at Superunion. The executive built her career at frog design and IDEO, where her responsibilities included building teams, managing operations, leading strategy and spearheading business development. Most recently, she served as President of NYC based innovation and design studio ICRAVE.

According to the newly appointed North American Chief Executive, the launch of Superunion-born from the alignment of five WPP leading branding firms and consultancies (Brand Union, The Partners, Addison Group, Lambie-Nairn and VBAT) represents an industry-redefining moment. "We are in an incredible position with the combination of the talent of these renowned global agencies to build an offer that represents a trusted, more central advisor relationship with clients. We are uniquely positioned to partner with executives to define their brand purpose and express their vision in a meaningful way for their customers, employees and financial community," Ashraf says. "In joining Superunion, I am excited to not only collaborate with our clients such as Estee Lauder, Diageo, Aetna, Ford, Bank of America Merrill Lynch, Pfizer, InterContinental Hotel Group and Vodafone, but also to promote horizontality across WPP."

Ashraf began her career in investment banking and private equity where she focused on M&A, consumer products and business services. After receiving her MBA from Columbia University, she worked at frog design and spent a decade growing the business and working across their global leadership team. She then joined IDEO, where she built client relationships, identified new revenue opportunities and guided projects for hotel, real estate, retail, financial services and healthcare sectors. Ashraf subsequently led the team at ICRAVE in building their business with a world-class network of clients, architects and real estate investors. Throughout her career, she's maintained key relationships with and helped to build top-tier brands that include MTV, Nike, NBC, Hilton Worldwide and PepsiCo.

As CEO, North America at Superunion, Ashraf is in a position that represents the convergence of her career path. "I'm excited to play a leadership role for our global team with an offer that encompasses my diverse background. My foundational years in finance engaged with CEOs , coupled with the years I spent leading creative organizations, puts me in an ideal position to understand both the business and brand needs of our clients."

Superunion's Executive Chairman Simon Bolton, says Ashraf is the perfect leader for the agency's North American group and she will look to foster its vision and culture of creative optimism, collaboration, design thinking and high-impact business performance.

"Sabah brings a unique set of experiences to lead and grow our organization in North America. Not only does she strengthen what we can offer our clients, but her expertise is an ideal fit for the Superunion of today and moving forward. We could not be more excited to have her lead our New York team."

Ashraf will play a pivotal role in defining the Superunion brand and culture in the region. "Everything we do should be in support of great design work. In order to promote the value of design in business, it is essential that we protect and promote a creative culture." In addition, she will be positioning the agency for significant growth across North America. "As our expertise throughout the world is applied to the US market, I see growth in multiple forms: how we interact with the US market, expanding our client base and how the US market engages with our company's offer globally."

For further information, please contact:
Inga Howell

Adam Fine, TRUST

About Superunion
Superunion is a next-generation brand agency. We use upstream creativity to build brands that unite people and organizations. Founded in response to the nature of clients' needs today, Superunion is the convergence of five WPP brand consultancies and design agencies-Brand Union, The Partners, Lambie- Nairn, Addison Group and VBAT. It comprises 750 people across 23 offices in 18 countries, and works with clients including Aetna, Airbus, Bank of America Merrill Lynch, Colgate-Palmolive, Dell, Deloitte Diageo, FIFA, Ford, HEINEKEN, IAG, Land Rover, Nestle, Pfizer, Prudential, Tesco and Vodafone.