Creative leadership changes announced at ad agency Hunt Lascaris

By our News Team | 2023

Incumbent COO heads to Amsterdam to head creative side of the TBWA Adidas business, while local office unveils new head.

Africa-focused ad agency TBWA\Hunt Lascaris has announced the appointment of Carl Willoughby as its Chief Creative Officer, to replace outgoing COO Pete Khoury.

The latter is moving to Amsterdam in the Netherlands to take up a new role within TBWA as Global Chief Creative Officer on the Adidas business. The move comes after eight years as CCO in South Africa.

Industry Appointments

Pete Khoury is moving from SA to Amsterdam to become TBWA’s Global Chief Creative Officer on the Adidas business. Photo credit: Supplied

Willoughby says he plans to build upon the strong foundation that Khoury established – including the culture of innovation, talent empowerment and growth.

Among his successes as an advertising generalist in the finance, alcohol, broadcast, motor and FMCG industries at several SA-based creative agencies, Willoughby was ranked as among the top executive creative directors in South Africa in 2021.

More recently, he led Nissan to global creative recognition with Nissan Shwii, a voice-command navigation system that operates in the Zulu language.

Rapidly grown through the agency ranks

 “Willoughby has been with TBWA for almost nine years and has rapidly grown through the ranks, leading some of our most relevant and innovative campaigns,” says Karabo Denalane, CEO of TBWA\Hunt Lascaris.

“[His] cross-functional experience as a creative leader over his 20-year career makes him an invaluable addition to the team as we continue pushing boundaries and setting new standards across the continent.” 

Meanwhile, Khoury says his departure does not mean he is lost to the collective in South Africa.

“It has always been very fulfilling for me to grow, teach and nurture talent throughout my career. Sharing my knowledge and filtering global trends through the lens of African realities has always created compelling, distinctive work for our clients,” he states.

“The time for Africa is now as the continent pulses with energy that the rest of the world is still working towards. I’m excited about the opportunities that lie ahead for TBWA\Hunt Lascaris and the TBWA Collective as a whole.

“In my evolved position I will continue to spearhead mutually beneficial opportunities for South Africa and the local TBWA Collective through my global lens to ensure that clients continue receiving the best possible service and solutions.”