Sara Tate


Sara Tate, Chief Executive Officer, TBWALondon
As CEO of TBWALondon, Sara strives to create groundbreaking culture. She is not interested in recounting the old ways of working, but in building a modern creative business. Putting diversity at the forefront of TBWA’s strategy, Sara has pioneered a progressive parental leave policy, implementing enhanced maternity pay from day one of service and actively looking to hire the best talent, including pregnant women and those on maternity, paternity and shared parental leave.

Creatively, Sara is a strong advocate for campaigns that provoke meaningful cultural change. Last month, she took to the stage at BITE LIVE to discuss smashing stereotypes and creating more inclusive work, such as TBWALondon’s recent #StealOurStaff campaign with soap brand BECO. Released in September, the campaign encourages inclusivity by challenging businesses to hire BECO’s staff, the majority of whom are disabled or disadvantaged, and help close the UK’s disability employment gap.

Sara is also a Founder Member of The Two Percent Club, which drives forward the issue of under-representation of women at the top of UK business, and a member of Women in Advertising and Communications, aiming to accelerate gender equality within the industry. Sara has championed these causes throughout her career, having been both the first woman appointed to Mother’s board and the first Managing Director Mother had appointed. This bit of history is very important to Sara, as she pushes the agencies she works for, the advertising industry and society in general to do more to place women in leadership roles.