The PRCA has appointed Sarah Waddington CBE as its permanent CEO following a two-month search.

Sarah Waddington, who has served as interim CEO since January, has aimed to strengthen industry representation in her role, launching new initiatives including an AI survey and the 'Large Agency Forum'.

PRCA Chair Ray Eglington said she stood out for her experience, energy and vision. Waddington emphasised her commitment to inclusivity and supporting members across the UK and globally.