London-based marketing agency Square in the Air has made a double C-level appointment to lead a new integrated creative division for its iGaming clients.

The appointments of Hugh Johnson as chief client officer and Nick Withersby as chief creative officer will see the pair establish a new division to deliver full-scale brand strategy, advertising and marketing campaigns.

Johnson and Withersby each bring more than 20 years of marketing experience and previously worked together at Amigo Partnership, where they delivered work for clients including LiveScore, Flutter Entertainment, Virgin BET, UNICEF and Soccer Aid. They also collaborated on The Pools’ brand relaunch.

“From our work in the sports, betting and gaming industries, I have been aware of and admired Square in the Air for some time,” said Johnson, who will lead creative client relationships and the agency’s responses to briefs. “They are a grown-up and established agency – and we are excited to come in and help creatively develop what is already a very successful business.”

Withersby will oversee Square in the Air’s creative output, working with its in-house copywriters, design and video teams.

“I absolutely love what I do – that early flurry when an idea is starting to take shape and you can feel it has got legs,” he said. “What is even better is seeing it go the distance – landing at scale, across the right channels, in front of the right people, making the noise it should. 

“That is what this role gives us. 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.  The company already works with an exciting selection of clients, and I am so excited to see what we can all do together.”

The pair will report to Square in the Air CEO Ben Cleminson and serve alongside chief operating officer Ollie Drew and chief commercial officer Robin Hutchison.

“This promises to be a truly transformational moment for Square in the Air,” said Cleminson. “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.”