Digital agency Communicator has hired former Rapp executive creative director Jason Andrews to boost its creative ambitions in line with its new “think human” brand positioning and to support the continued growth of the agency.
Andrews, who has worked in the industry for nearly 30 years, in the UK, US and Australia, joined Rapp as ECD in 2012.
He was promoted in 2014 to head up its entire UK creative output – including data, technology and media – but left last year following the appointment of Kitcatt Nohr ECD Ben Golik. During his tenure, the UK agency became the most awarded office in the global Rapp network.
Prior to that, he worked Geronimo, tech start-up eMortal and was one of the co-founders of Personal but quit before it merged and was subsequently subsumed into Partners Andrews Aldridge. Andrews also had spells at FCB Sydney and Proximity, and was head of copy and co-founder of Basten Greenhill Andrews.
Communicator was set up in 2002 by former 141 Communications chief Paul Seligman who is now chairman.
Andrews will report into managing director Richard Southon and will lead the agency’s creative output as creative partner. His remit includes overseeing the growing creative department, key client work across Jack Daniel’s, Chambord and Heineken, as well as being instrumental to driving new business.
Communicator’s new “think human” model is informed by neuroscientific principles and social psychology. It is claimed to enable brands to clearly shape their identity and make decisions informed by a true emotional understanding of the consumer.
The approach underpins all brand communication, encouraging brands to think and behave like the people they want to connect with, ensuring maximum engagement, increased ROI and real, human connections.
This broad strategic focus will be integral to all client activity, including new wins with Heineken Ireland and Chambord.
Andrews said: “This is a brilliant time to be joining Communicator. The agency’s new philosophy chimes perfectly with my own belief that, in today’s machine-driven, data-honed world, the key to long term relationships between people and brands lies in making truly empathetic connections. The agency is already doing some lovely work with iconic brands. The recent new business wins will allow us to explore completely new creative territory with great opportunities for innovation and media experimentation.”
Southon added: “Bringing Jason on board will really help us solidify the agency’s position in the market as the ideal partner for brands that want to think differently and put humans at the heart of each and every marketing communication. We have had a successful year to date and Jason’s creative experience and fresh input and will help us deliver effective, human focused campaigns for new and existing clients, taking the agency from strength to strength.”
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