Square in the Air (SITA) has made two C-level appointments in newly created roles as part of the launch of an integrated creative division, a new core offering which will provide full-scale brand strategy, advertising and marketing campaigns.
The marketing agency has named Hugh Johnson as its Chief Client Officer and Nick Withersby as its Chief Creative Officer, as SITA looks to evolve its creative capacity to new digital markets.
Both Johnson and Withersby will report to SITA CEO Ben Cleminson, who told iGaming Expert: “We very much see the new creative division as becoming the core of our offering.
“We will be doing that deep brand strategy work for our clients and then combining all our other services to help activate it through the most creative and compelling, multi-channel advertising and marketing campaigns.”
Vast experience
Since 2022, Johnson and Withersby have worked together at Amigo Partnership, providing services for LiveScore, Flutter, Virgin BET, UNICEF and Soccer Aid, in addition to collaborating on The Pools’ brand relaunch.
Johnson’s SITA responsibilities will include creative client relationships and brief responses, utilising the experience he has gained from working in senior positions with global creative agencies, independent digital agencies and sports publishing networks.
His client experience includes global and regional campaigns for the Premier League, Coca-Cola, FIFA World Cup, UEFA Champions League, Eurosport, The Jockey Club, Imperial Brands, William Grant & Sons, GiveMeSport and The Football Content Awards.
Johnson noted: “I am inspired by the sweet spot where creativity, fan culture and technology collide, to create meaningful connections between brands and their audiences, that drive a tangible step-change in behaviour.
“The opportunity to combine strategic brand development and conceptual creative thinking with the existing expertise in-house is huge, and I cannot wait to get started.”
Overseeing creative output, Withersby will work with SITA’s in-house copywriters, design and video teams, using his knowledge from his time working at and with LiveScore, Virgin Bet, Flutter, Fincore, McLaren F1, Soccer Aid, UNICEF, Legal & General and Thomson Reuters.
“Square in the Air is packed full of PR, social, content and video experts, with whom we can create truly integrated creative campaigns for brands,” stated Withersby.
“The company already works with an exciting selection of clients, and I am so excited to see what we can all do together.”
Cleminson added: “I have been fortunate to see Hugh and Nick work at close hand, and they are exceptional creatives. The addition of their skills and experience is incredibly exciting for all teams across our business, and their leadership and fresh perspective will massively benefit the agency.
“The division that we are launching with Hugh and Nick will add a creative layer to our business, allowing us to provide a vital, sought-after service to a client base that we have nurtured over nearly 20 years, while also extending our reach into new markets and sectors.”
