INITIALS Marketing is boosting its creative credentials with the appointments of two senior hires.
Mat O’Brien returns to INITIALS – he was a senior art director for two years at the agency previously – to take on the role of creative director, joining incumbent Allan Guy to oversee all creative output. O’Brien, who joins INITIALS from The Bank, brings 10 years of experience in creating national, pan-European and integrated campaigns, covering sales promotion, digital, experiential, above and below-the-line.
Award-winning copywriter Jez Cripps joins INITIALS as head of copy with responsibility for copy across the agency’s client portfolio, including Peugeot, SABMiller, Sony Pictures, Pepsico, Sainsbury’s, Kraft, Starbucks and Samsung. Cripps joins from Iris where he was a senior writer
O’Brien, Cripps and Guy will all report in to Nick Presley, the INITIALS’ executive creative director.
Presley commented: “A strong creative team has always been at the core of our agency offering and injecting fresh talent into it is vital to constantly deliver campaigns that cut-through for our clients. These senior additions to the talented team we have here already not only reflects the strong growth of the agency over the past year, but also an investment in our future development.’
The appointments come as INITIALS was awarded a gold and two silvers at the Institute of Promotional Marketing awards. INITIALS’ work with Tropicana on its Daily Drop campaign scooped a gold in the IPM direct marketing category, and a silver in the non-alcoholic drinks category. It’s Cheetos Bid and Win push took silver in the international campaigns category.