LONDON, July 5, 2021 – BCW, the global communications agency built to move people, today announced a series of promotions within the agency’s senior Consumer Marketing team: Paola Nicolaides and Lee Waite become co-Deputy Managing Directors of the practice following the departure of Ed Green. Under the new structure, Nicolaides and Waite will report to Tom Malcolm, who moves up to become Group Managing Director, Consumer & Head of Transformation, UK.
Together, Waite and Nicolaides will take on the leadership of the BCW UK Consumer Marketing team, which has attracted significant industry recognition for its creative work, including award- winning campaigns for Aldi and Unilever. Nicolaides joined BCW as Director in 2017, having previously served with Havas and freuds, and has since led on several of the agency’s major UK consumer clients including Unilever, driving significant growth and award-winning work with Dove. Waite joined BCW in 2020 with a proven ability in earned-plus communications, exceptional client relationships and a strong growth mindset. His experience spans agency and client side from previous stints at Octopus Group and billingtoncartmell.
In his role as Group Managing Director of Consumer Marketing, Malcolm becomes responsible for overseeing the continued growth of the practice. As UK Head of Transformation, Malcolm will drive the agency’s transformation agenda as it invests in creativity and innovation as part of a three-year transformative vision in the UK. He will also lead a Transformation Board within the business, responsible for the delivery of key innovation workstreams. Malcolm’s appointment also makes him the first dedicated Head of Transformation on the BCW UK Board.
UK CEO Rebecca Grant said, “We’ve made creativity and innovation, with a growth-mindset culture, the cornerstones of our business, and our new leadership roles and board responsibilities reflect this commitment. Tom is perfectly placed to take on this new role as the first of Head of Transformation in the UK. He brings a blend of expertise that marries both creative and commercial, and I‘m to be working even more closely with him in his new role.
“Furthermore, Lee and Paola’s promotions reflect their enormous talent and the complementary contributions they’ve made to a Consumer business that continues to reach new heights,” Grant continued. “Paola’s hallmark is the strong relationships she builds with clients and team, whilst Lee has an entrepreneurial spirit that continues to amaze. I’m excited for our potential with Tom, Paola and Lee at the helm. Together they will be unstoppable.”