Keddie and Tierney promoted in BCW UK healthcare leadership shake-up

BCW has promoted Tamsin Tierney to managing director of its UK healthcare practice while Catherine Keddie, who previously held that post, has stepped up to the role of group managing director of healthcare and head of culture in the UK, the agency has announced.

(L-R) Catherine Keddie and Tamsin Tierney have been promoted as part of changes to BCW UK's leadership
(L-R) Catherine Keddie and Tamsin Tierney have been promoted as part of changes to BCW UK's leadership

Under the new structure, Tierney will report to Keddie and will sit on the agency’s UK board, while Keddie will report to Rebecca Grant, BCW UK’s chief executive.

The news follows PRWeek’s report in May that BCW UK had hired former Porter Novelli co-managing director Nicole Yost to the new role of MD of healthcare business transformation.

Mike Kan, based in London, remains in the role of global head of health solutions for BCW Global and is tasked with the growth and development of the agency’s healthcare business around the world.


Tierney has nearly 20 years’ industry experience and has worked in healthcare comms for Havas Just and Tonic Life Communications.

She joined BCW as deputy managing director of the healthcare business in 2017 and the agency said she had been “instrumental” in its expansion, overseeing “significant growth” of its priority healthcare clients.

Tierney will now lead a team of 40 people in the UK and a practice which the agency said has tripled in size in the past six years.

Commenting on Tierney’s promotion, Grant said: “Given her experience and contribution to the agency thus far, we’re confident that in her new role, Tamsin will further evolve and drive forward the success of our healthcare practice as we continue to meet the dynamic demands placed on our clients as we emerge from the pandemic.”


Keddie’s role will be to oversee the growth of the agency’s UK healthcare practice and support Tierney and Yost in their new jobs.

Keddie’s appointment makes her the first dedicated head of culture on BCW UK’s board.

The agency said she will be responsible for “guiding… the personal and operational practices that sustain [its] people-first, client-centric growth culture and mindset”.

Keddie also has nearly two decades of industry experience and has worked for Hill+Knowlton in the UK and as a director in Edelman’s health team.

She joined BCW, then Cohn and Wolfe, more than six years ago as managing director of the healthcare team.

Grant added: “Our plan for BCW in London is to become a creative business for sustained growth and innovation, with a clear purpose of solving complex problems… This trajectory has been most exemplified by our healthcare practice over recent years under Catherine’s leadership, so it’s no accident that she has taken on this cultural role that is so critical for our future success.”

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