The European Association of Communications Agencies (EACA) today announced that Fiona McArthur, Chief Growth Officer at Dentsu Creative, has joined the EACA Board as Chair of the Creative Agencies Council (CAC), succeeding Doris Danner of TBWA, who led the council before its transition from the International Agencies Council in 2026.
Fiona brings two decades of agency-side experience across independents, holding companies and networks, joining the CAC at a moment when AI and new business models are reshaping how agencies compete and structure themselves. The CAC’s priorities sit alongside VoxComm’s wider work on this question, including its “Redesigning the Agency Value Model”, aimed at helping agencies move beyond time-based remuneration towards models that reflect the value they create.
She recently moderated a panel on the evolving agency model at EACA’s Spring Summit in Lisbon, alongside Ed Palmer, Director of Agency Value at IPA, Rebecca Bellairs, Co-Founder of Pitch’d, and Daniel Ebert, Head of Global Procurement Marketing Activation and Intelligence at Beiersdorf, exploring how agencies, clients and procurement can better align around outcomes rather than cost.
“Across every kind of agency I’ve worked in, the throughline has always been the same: people and creativity aren’t separate conversations, they’re the same one,” said Fiona McArthur. “The best commercial outcomes come from cultures where people are genuinely backed to do their boldest work, and creativity only thrives when it’s treated as a business priority, not a nice-to-have. That’s the conviction I bring to this board. I’m energised by what’s next for our industry and I want to make sure that as that reshaping happens, creativity and people stay firmly at the centre of it.”
“Fiona has worked across every part of the agency ecosystem we represent, which is exactly the perspective the CAC needs on our Board as members navigate AI adoption and new business models,” said Christian de la Villehuchet, President of EACA. “We’re also deeply grateful to Doris Danner for her leadership through the council’s transition and delighted to welcome Fiona to carry that work forward. This is work with a long way still to go, and it will remain the Council’s core focus for the foreseeable future.”