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Sarah Armstrong

Partner, Atlanta
Guides marketers in building global and local capabilities to implement a disciplined approach to agency management across functions

About Sarah

Sarah is a McKinsey master expert who leverages over 20 years of experience as a thought leader and practitioner in agency management. She has developed and implemented a range of agency models around the world, and leads McKinsey’s work in agency and partner management across media, creative, digital, design, promotions and experiential, and brand PR.

As an advisor to marketing and marketing-procurement leaders, Sarah helps clients navigate the ever-changing and complex marketing-agency ecosystem, creating models that maximize impact while developing win-win partnerships.

In the area of agency compensation, she is the architect for an approach to value-based compensation that is recognized globally as industry leading. She is a frequent speaker at industry events globally on various agency-management topics, and has experience in providing leadership in areas within marketing operations, including marketing-capability building.

Before joining McKinsey, Sarah worked for 20 years in global marketing at The Coca-Cola Company, where she led worldwide agency operations across 200 countries. She was involved in leading The Coca-Cola Company’s approach to global media management—including media-agency management—and global integrated-marketing communications. Sarah started her career at Leo Burnett in Chicago, in media.

Published Work

Truth in advertising: Achieving transparency with media rebates to fuel growth,” McKinsey & Company, May 2018


Georgetown University
BS, marketing