Grace Duncan has joined Small W•rld as head of strategy, taking on a newly created role as the London creative agency expands following a year of rapid growth.
Duncan joins after five years at Screenshot Media, where she progressed from head of audience growth to strategy director.
At Small W•rld, she will lead strategy across the agency’s retained client base and build out its strategy department, with responsibility spanning cultural insight, creative briefing, creator media and campaign measurement.
Grace said: “The timing just made sense. Small W•rld is growing this fast because entertainment-first thinking actually works – brands need more than a message, they need a world worth stepping into, and creators worth inviting in to help build it.
“I’ve built my whole career at the point where audience, content and media collide, and this is one of the few agencies genuinely built around that obsession.
“What I want to bring is proof: making sure the work doesn’t just create that world, but shows exactly what it’s worth.”
Dan Salkey, strategy partner and co-founder of Small W•rld, added: “Most agencies can make something entertaining.
“Far fewer can connect it to media and prove it drove growth.
“That’s the gap Grace closes.
“She’s spent her whole career where creative, media and measurement meet, which is exactly where this industry is heading.
“We turn brands into entertainers; with Grace leading strategy, we can prove what that entertainment is actually worth.”
Duncan’s appointment forms part of a wider senior hiring push at Small W•rld, which has doubled in size over the past year.
Lucy Stockton has joined as associate creative director, bringing more than a decade of experience in social-first creative work.
She was most recently senior creative at U DOX and has previously held roles with Ketchum London and Bauer Media.
Jiaan Koch has also been appointed senior account director after moving from AMV BBDO.
His previous agency and brand-side experience includes roles with The Or, Droga5, Sky Creative and DDB Group Australia.
The three appointments follow a period of new business growth for Small W•rld, with the agency securing partnerships with brands including Under Armour, SVEDKA Vodka, BuzzBallz, Channel 4 and Hot Topic.
Harvey Austin, managing partner and founder of Small W•rld, added: ”Building out the team is one of my favourite parts of the job.
“Grace, Jiaan and Lucy are all exceptional at their craft, but also have a real ambition to be at a place they can help build.
“Very excited to see what we achieve together.”
