Brands2Life announces transition in leadership

London, 4 November 2026 – Brands2Life today announces that Co-Founders Giles Fraser and Sarah Scales will step down from their leadership roles at the agency they founded more than 26 years ago, with Kate Smith and Will Campbell appointed to lead the business into its next chapter.

The transition follows a decision by Giles and Sarah, earlier this year, that, after more than a quarter of a century building and leading Brands2Life, the time was right to hand over to a new generation of leadership.

Sarah and Giles founded Brands2Life in 2000 and have grown the business into one of the UK’s leading communications agencies. It has operations in London and across the US with a longstanding reputation in technology and innovation. Brands2Life became a part of Paritee in December 2023 and was named PRWeek Large Agency of the Year and PRCA Large Agency of the Year in 2025, as well as being a PRovoke 2026 Global Agency of the Year Honoree.

Giles and Sarah will shift away from the day-to-day leadership of the agency but will remain actively involved with Brands2Life, continuing to support a number of key client relationships, and will work closely with Kate and Will and the wider leadership team through the transition and the continued development of the business.

Kate and Will, both long-standing Brands2Life leaders, will take responsibility for the agency’s next phase of development. They have played significant roles in the agency’s services, growth, client relationships and culture and are widely respected by colleagues and clients.

The leadership transition comes as a number of senior Brands2Life leaders also take on broader responsibilities across Paritee, reflecting the growing integration of expertise and capabilities across the group.

André Labadie will become Paritee Partner and Global Head of Technology; Emily Thomas, Paritee Partner and Head of Healthcare; Kinda Jackson, Paritee Partner and Head of Digital, Social & Influencer; Carolyn Irwin, Paritee Partner and Head of Corporate Communications; Chris Buckley, Paritee Partner and Head of Brand; and Fiona Goldsworthy, Paritee Partner and Head of Affiliate Network and Partnerships. Rene Musech is President, Brands2Life USA.

Tim Spink will take on the role of Paritee Partner and Chief Operating Officer for UK & Ireland. Graham Cox will also take on a wider role across Paritee, gradually transitioning into a full-time position as Paritee’s Chief Marketing and Business Development Officer, while Joanna Tagg will support HR across UK & Ireland.

The expanded roles are designed to bring more of Brands2Life’s sector, specialist and operational expertise to bear across Paritee while those individuals continue to play important roles within Brands2Life.

Lars Erik Grønntun, Chairman of Paritee, said: “Giles and Sarah have built one of the outstanding communications businesses of their generation, and they will continue to play an important role in Brands2Life, particularly with clients and through the leadership transition. At the same time, the strength of the next generation they have developed is evident not only in Kate and Will, but in the number of Brands2Life leaders now taking on wider responsibilities across Paritee.”

Giles Fraser and Sarah Scales said: “After more than 26 years building Brands2Life, we feel this is the right moment to let a new generation take it forward. The business has never been in better shape with record revenues, profits and new business achieved in the past year. Kate and Will live and breathe what makes Brands2Life special and have the trust of colleagues and clients alike. We couldn’t feel more confident about handing them the baton.”

Kate Smith and Will Campbell said: “Giles and Sarah have built a remarkable, integrated communications agency for The Brands Transforming Our World. We have both built our careers at Brands2Life, shaped by the values and culture they created. Our focus will be on taking Brands2Life forward while staying true to what makes it so distinctive: its ambition, entrepreneurial spirit and culture that attracts talented people and leading clients, while continuing to strengthen its role within Paritee.”