Agency of experts acquires bass player

When not strumming the strings, Luckin occupies herself by being one of the top three most admired creatives in the ad industry, having been chief creative officer of Ogilvy, Grey, and most recently VML, following a successful career at TBWA Hunt Lascaris.

She has won every major award you have heard of, and some you haven’t, and has been a judge on most of those awards, too. So, she knows a thing or two about making great work.

She is taking an ownership stake in the upstart agency, which recently celebrated its second birthday by winning a Best of Year award from the Creative Circle and ranking sixth in its creative rankings, and will join Roanna Williams as co-CCO, which will never be pronounced ‘coco’ and definitely not ‘cocko’. Hopefully.

“Getting a bass player was my idea, of course,” says co-founder and head of strategy, Stuart Walsh. “There was some talk of perhaps trying a drummer, but it just makes more sense to have an actual musician, not just someone who hangs around with musicians.”

“Also,” as co-co-founder and CEO, Paul Jackson adds, “bass players aren’t in the habit of launching pre-emptive military strikes on sovereign nations which is exactly the kind of restraint you want in your ad agency.”

Co-co-co-founder, chief creative officer, and amateur triangulist, Roanna Williams, when pushed, said: “Well, I wanted the drummer. But that’s what you get with democracy, I suppose; outvoted by a glorified researcher and a CEO. Still, I’m really looking forward to working with someone who’s made some of South Africa’s most memorable advertising, not to mention trained some of our best talent. Also, I’m told, she can be quite fun after a glass of wine.”

Luckin will not only be joining Williams and continuing the Boundless tradition of making The World’s Most Loved Ideas^TM but also reuniting with Jackson, Walsh, and Felix Kessel, with whom she helped turn The Agency Formerly Known as Grey into a creative and effectiveness powerhouse. She has won creative and effectiveness awards on everything from BMW to Burger King and Savanna to SPCA. She also has an MBA, so she knows all the big words.

On the prospect of joining Boundless, the bass player remarked that she was “both honoured and humbled.” But then, when we asked her directly instead of using ChatGPT, she said: “Well, it’s something to pass the time, isn't it?”

Boundless is an agency of experts intent on creating The World’s Most Loved Ideas^TM. It takes fifteen years, an Effie or a Cannes Lion just to get through the door. Unless you’re a client. In which case, it takes a passion for creativity and just being a nice person. A chequebook does help, though.