Henry, who already holds a number of non-exec agency roles, is to work alongside G2 Joshua executive creative director Richard Jones.
The agency says Henry will provide creative guidance as it attempts to redefine the integrated approach – it already offers a fusion of data, technology, insight and creativity.
G2 Joshua chief executive Tim Hipperson said that Henry’s “ keen creative eye and wealth of experience” will help the agency to redefine how creativity can help build brands.
He added: “This is a testament to a model that is continuing to gain traction in the market. We look forward to working with Steve and know he will make an impact on the creative work of the agency.”
Founded in October 1987, HHCL & Partners became the first to offer both advertising and direct marketing as well as PR, an initiative it labelled 3D marketing. The agency was bought by Chime in October 1997 and merged into the Red Cell Network in January 2002.
The HHCL initials were finally dropped and the agency become United London in January 2006 – where Henry remains a non-exec – before being closed down by its owner WPP Group in early 2007.
Henry’s work included ground-breaking – and sometimes controversial – campaigns for the likes of Tango, Pot Noodle and First Direct. He has picked up numerous industry awards including top honours at the D&ADs, Cannes Lions, and the BTAs. In 2008, he was voted one of the most influential individuals in British advertising over the past 50 years.
Henry said: “To be able to contribute G2 Joshua’s creative vision from this newly created role is a fantastic opportunity.”
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