Booms Shakes Marchs Biggest Moves Fresh Launches And A 26 Year Goodbye

Creative Boom: News Booms & Shakes Booms & Shakes: March's fresh moves, new launches and a 26-year goodbye A landmark exit at Iris, a flurry of new ventures in sport, social and AI, and a month that proves the creative industry isn't for standing still. Written By: Tom May 26 March 2026 Holly Stephens and Georgia Pizzala from The Romans, won the Design Young Lions and will represent the UK at Cannes Welcome to Booms & Shakes, our monthly round-up of the hires, promotions, partnerships and stories making waves across the creative world. And there's no doubt about it: March has arrived like it has something to prove.

We've seen a major exit after more than a quarter-century of leadership. New studios are being launched for sports, social, and AI-driven production. There are acquisitions, partnerships, account wins and a healthy number of anniversary milestones. And a much-loved creative events institution is making its long-awaited comeback. Look closely at all this news, and a few themes emerge. Brands are fighting to reclaim their voices on social media. Purpose-driven creative partnerships are multiplying. And in-house capability is being built at pace, with external agencies often hired to help determine how to do it properly.

Here's everyone and everything that's been making noise this month. Exits and transitions Ian Millner steps down at Iris The most significant departure of the month (and possibly of the year) is Iris Worldwide founder Ian Millner stepping down as chair after 26 years. Ian Millner Since launching Iris in 1999 as a deliberate challenger to traditional agency models, Ian has grown the network into a $100m-plus global creative operation spanning 11 offices and more than 650 people. The agency's philosophy of building ideas that people actively choose to participate in (rather than passively receive) has been influential across the industry.

Iris will now enter its next chapter under Zoe Eagle, Jill Smith, Menno Kluin and Ben Essen, who've recently repositioned the agency around the idea of 'Participate or Perish'. New hires and promotions Wayne Deakin joins Bray Leino Bray Leino has appointed Wayne Deakin, former global ECD at Wolff Olins, to a newly created role as chief creative officer. Wayne brings more than 25 years of experience across AKQA, Huge, Engine, Jung von Matt and Wolff Olins, with a portfolio spanning Google, Nike, Apple, Chanel and the UN. To our eyes, creating a CCO role at all is the most important thing here.

Bray Leino is setting a new creative ambition, and Wayne is the kind of appointment that makes that legible. Wayne Deakin Sarina Da Costa Gomez joins Particle6 Founded by Eline van der Velden, creator of Tilly Norwood, AI-powered production company Particle6 has hired award-winning brand designer Sarina Da Costa Gomez as its first executive creative director. A former WPP creative director, she steps into the senior leadership team immediately with a goal of driving AI and hybrid workflows to help brand partners create cinematic, best-in-class work faster and at scale.

The announcement lands on the back of renewed attention on Particle6 following the release of Tilly Norwood's first music video. Timing, as ever, is everything. Sarina Da Costa Gomez Nat Lau joins BBC Creative BBC Creative has confirmed Natalie Lau as its new head of planning, stepping across from Uncommon Creative Studio, where she held the same role for clients including BT, Hiscox, Ocado and Depop. Before that, she helped transform eBay UK and drive the global growth of Just Eat at McCann London. This is the second big move from Uncommon to BBC Creative in as many months, following ECD Richard Biggs's departure in February.

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The article addresses significant trends in the creative industry that are crucial for brands, making it impactful and relevant, though the concepts of in-house capabilities and purpose-driven partnerships are increasingly common.