LONDON — PrettyGreen deputy managing director Sarah Henderson has been promoted to MD of the entertainment, sport and lifestyle agency and has joined its board.

Former MD Jessica Hargreaves is now MD of the overall PrettyGreen group, which also includes sister events and experiential agency The Producers, led by Sian Baker.

Henderson joined PrettyGreen in 2011 to lead the Cadbury London 2012 Olympics account. She said: “It’s an honour to step into the role of MD at such an exciting time for the business and in a landscape where the role of earned media and integrated campaigns are increasingly important.”

CEO Mark Stringer, who founded PrettyGreen in 2008, said: “Founders are incredibly protective of the companies they started, but there is no one that I trust more than 'Henders' to take control of PrettyGreen and to take us to the next level. She has an unwavering belief that it’s about delivering the holy trinity of clients as partners, best in class specialists and outstanding creative work.”

According to the agency, Henderson won every pitch she led in 2018 and helped it achieve a 66% conversion rate over the year, including clients such as the Kopparberg brewery and cider company. She has played a key role in PrettyGreen’s ten-year relationship with Nando’s, and has also driven the agency’s training and mentoring programme, PrettyGreen School.