Ammunition has launched European operations with the opening of a London office, eight years after its founding in Atlanta. The independent agency, recognised by Adweek for its sustained growth, has appointed entrepreneur Renaye Edwards to lead the new European business while also assuming global operational oversight.
The expansion follows two consecutive years of record performance in the US. Founder and Chief Executive Jeremy Heilpern positions the move as a strategic decision shaped by client demand rather than a response to market pressure. As more of Ammunition’s clients operate across multiple regions, the agency has been increasingly asked to deliver work that spans territories while maintaining consistency in strategy and execution.
The agency’s client roster includes LG, Georgia-Pacific and Westlake, spanning both business-to-business and consumer categories. Edwards joins the global leadership team as a partner, bringing experience in building and scaling independent agencies alongside a mandate to develop Ammunition’s European footprint.
One Model, Multiple Markets
The London office will serve as Ammunition’s European headquarters, supporting multinational clients while expanding capabilities across strategy, creative, media and digital transformation. Rather than operating as a standalone regional outpost, the office is designed to function as part of a fully integrated global operation.
 “Our clients are expanding across continents, and our team is increasingly operating without borders. Renaye brings the entrepreneurial spirit, creative excellence, and operational rigor to help us scale globally while keeping what makes us special intact. Clients have already begun leaning on us transatlantically. This expansion isn’t a reaction, it’s a commitment.” Jeremy Heilpern, Founder & CEO, Ammunition
As client teams become more geographically distributed, the agency is structuring itself to deploy talent and resources across markets without relying on siloed regional models. The underlying assumption is that brands require a coherent strategic framework that can be adapted locally, rather than separate campaigns developed market by market.
Technology plays a central role in enabling this model. Ammunition has developed proprietary frameworks that apply artificial intelligence to creative production, media and performance optimisation. These tools are intended to improve speed and accuracy while supporting collaboration across time zones, allowing teams to work in parallel without compromising quality or control.
Leadership Built for Growth
Edwards’ appointment marks a departure from traditional agency expansion strategies, which often involve relocating senior leaders internally or hiring from established European networks. Her background as a founder brings a different operational perspective, shaped by experience in building an agency from inception through to acquisition.
After founding Radish, Edwards scaled the business to profitability and industry recognition, with accolades from The Drum, B2B Marketing and The Sunday Times before its acquisition in 2022. That experience informs her approach to growth, governance and commercial discipline.
Her dual role as European lead and Global COO reflects a belief that operational decision-making should sit alongside creative ambition. The partnership structure further reinforces this, aligning leadership incentives with long-term performance rather than short-term expansion metrics.
Independent Agencies Gain Momentum
The expansion builds on Ammunition’s recent performance and reflects the growing confidence of independent agencies in their ability to scale. Recognition from Campaign and the Financial Times for sustained growth highlights the resilience of the independent model at a time when larger networks face increasing complexity.
Independents have gained ground by offering faster decision-making and closer access to senior leadership. For many brands, this translates into clearer accountability and more responsive partnerships, particularly where specialist expertise and consistency across markets are required.
London remains a demanding but attractive market for agencies with a clear proposition. Ammunition’s existing multinational relationships provide an initial foothold, while its performance-led reputation creates opportunities to develop new European client partnerships.
The challenge is translating proven methodologies into new markets without diluting what makes them effective. Ammunition’s track record suggests it understands that balance, combining creative capability with operational discipline as it enters its next phase of growth.
Building Before Scaling
The move reflects a growing preference among global brands for agencies built to operate across markets, not around them. Increasingly, clients want campaigns that work across markets but remain sensitive to local nuances, requiring systems that support collaboration without slowing delivery.
Heilpern’s assertion that the move “isn’t a reaction, it’s a commitment” points to a long-term investment in owned European infrastructure rather than looser affiliate arrangements. While Ammunition remains a member of Worldwide Partners Inc., the decision to establish a London office indicates confidence in building direct capabilities rather than relying solely on network relationships.
Artificial intelligence may prove a differentiator as the agency establishes itself in Europe. With adoption rates and regulatory expectations differing from the US, Ammunition’s proprietary tools offer a potential advantage for clients focused on efficiency, transparency and performance measurement across complex international campaigns.