Lucy Aitken appointed Pumpkin’s Content Director, bolstering the agency’s commercial offering

Pumpkin, the B2B PR agency for marketing, creative and digital agencies, announces the appointment of Lucy Aitken, former Head of Content for LIONS Intelligence at Cannes Lions.

Lucy will lead Pumpkin’s expanded commercial content offering, joining the newly-appointed Chief Strategy and Transformation Officer, Joe Stubbs, in Pumpkin’s senior leadership team. Working alongside Joe, she will translate client strategy into commercially-led content and growth programmes. She will report to Sarah Owen, Founder and CEO.

With a prominent editorial presence in the industry, built over two decades, in senior positions at LIONS, WARC, Contagious and Campaign, Lucy will now lead the agency’s content offering.  Working across Pumpkin’s editorial capabilities, she will develop and oversee content strategy – including thought leadership, media content, brand storytelling and awards strategy.

Lucy’s appointment reflects Pumpkin’s evolving commercial offering, which is adapting to the increasing pressures on agencies from AI and shifting commercial demands. Lucy’s remit will be to retain and build share of voice and visibility for Pumpkin’s expanding client roster.

Lucy Aitken, Content Director, said of her appointment:

“This is a challenging time for agencies, and Pumpkin is expanding and innovating to support its clients to reflect that. I am thrilled to have the opportunity to work with Sarah and Joe on growing the business, having long admired the work and the strong client relationships built by Sarah and the team.”

Sarah Owen, Founder and CEO, said:

“As AI reshapes how content is created and consumed, the role of high-quality editorial has never been more commercially important. It’s now about more than visibility, it’s helping our clients build influence, differentiate and drive growth. Lucy brings a rare combination of editorial expertise and industry credibility, and her role will be central to how we evolve our content offering to deliver that impact. I’ve known Lucy for many years, so it genuinely means a lot to have her on the team as we build the next phase of Pumpkin.”

Operating across EMEA, North America, and Asia, Pumpkin works with many of the world’s leading marketing and brand organisations, including Joint, Beano Brain, Interbrand, Fuse, RAPP, Teads and Coley Porter Bell.

Founded in 1998 by CEO Sarah Owen, Pumpkin is the B2B Marketing & PR agency for advertising, media, creative and digital agencies. Pumpkin adds value by building brands’ reputations, creating excitement about their work, and connecting businesses with the people that matter to drive business growth.

Pumpkin is a trustee for The Fertility Futures Project, a charity dedicated to increasing awareness and education around fertility and reproductive health. Pumpkin is also an advisor to the National Osteoporosis Society.