Helen Calcraft

Helen Calcraft

Founding partner

Lucky Generals

Contact me
  • n/s
  • HelenCalcraft
  • 180 Exmouth House, 3-11 Pine Street, London, EC1R 0JH, United Kingdom
My Character:
  • Charismatic
  • Good egg
  • Legend
Work email


Bye-bye the decade with no name. What are you relieved to draw a line under?

Sexual harassment being accepted as something that just happens in our industry.

What’s your biggest hope for the decade ahead?

That the transformative power of creativity will command the premium it truly deserves.

And what’s top of your professional to-do list for the 2020s?

To get rid of my to-do list. You never get important things done if you can't hold your priorities in your head.

You have to job swap with someone in our industry for one month. Who would it be with and why?

Nik Upton because everyone at Luckies is always asking "what does he do?" and I would like to be able to answer them.

Who is your best friend in the industry and why?

Jenny Biggs. She has supported and put up with me for nearly 18 years and I can't imagine what my life would be like without her in it. She is patient, clever, insightful and compassionate. Lucky me.

What do you think the Friday feeling is?

A Birthday Bonanza in the agency. We go all out.

Who or what would you put into room 101 and why?

Crocs. Obviously. Oh and the mouse who is just chilling in our office right now. He is one defiant bastard and he does not pull his weight around here.

If you could uninvent one piece of technology, what would you choose and why?

Predictive text. Jesus Heist it can be annoying.

In the spirit of embracing failure… What has been your biggest screw-up?

Deciding it might be a good idea to leave the industry in 2011. What was I thinking?

What do you do to stay match fit?

Spending as much time as possible with the young people who are going to fix this shit.

What would be your darts walk-on music and why?

Killer Queen (picked for me by the Generals, even though I don't have a pretty cabinet).

Other people you may be interested in:

Danny Brooke-Taylor

Danny Brooke-Taylor

Creative founder

Lucky Generals

Katie Lee

Katie Lee

Chief executive

Lucky Generals

Andy Nairn

Andy Nairn


Lucky Generals