The post has been vacant since January of last year when Brandon Geary departed the WPP agency to take on a strategy position at Amazon.
Bamford said she felt “seen” when the agency approached her with the opportunity.
It “felt like such a brilliant and unique role for me,” Bamford said. “What we do needs to be very deeply connected to how [a brand] actually lives in the world and how it lives in the world for real people.”
During her time at R/GA, Bamford helped lead the media effort for Reddit's five-second regional Super Bowl ad in 2021 that was created within four business days of the Big Game. Bamford also worked on R/GA’s “Black Beauty is Beauty” campaign for Sephora that helped Black beauty products break through search results on Google and YouTube.
“She's very strategic and creative, but she thinks via individual people in front of a computer or individual people who are watching the Super Bowl," said Audrey Melofchik, North America CEO for Wunderman Thompson. “She thinks about the people through the context of what they're doing and how they are experiencing the brands so that the messages are much more laser focused.”
Bamford will report to Melofchik, as well as Neil Dawson, global chief strategy officer for Wunderman Thompson. A key focus for Bamford will be making sure there is more integration across teams when it comes to incorporating different agency capabilities.