Square in the Air has launched a new creative division with the hire of a new chief client officer and a new chief creative officer from rival marketing agency Amigo Partnership.
Hugh Johnson steps into the client role, while Nick Withersby joins as chief creative officer to lead a new integrated creative division that will deliver full-scale brand strategy, advertising and marketing campaigns.
Johnson and Withersby worked together at Amigo Partnership from 2022, where they delivered work for clients such as LiveScore Group, Flutter, Virgin Bet, UNICEF and Soccer Aid. They also collaborated on The Pools’ brand relaunch, with the campaign a winner at the 2025 Alliance of Independent Agencies Awards.
Square in the Air CEO Ben Cleminson said the new hires represent “a truly transformational moment for Square in the Air”.
“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,” he added.
The new recruits will report directly to Cleminson, sitting alongside chief operating officer Ollie Drew and chief commercial officer Robin Hutchison.
Johnson, who will lead creative client relationships and the agency’s responses to briefs, has previously led on campaigns for clients including the Premier League, FIFA World Cup, UEFA Champions League, Eurosport, the Jockey Club and the Football Content Awards.
On his appointment, Johnson said: “From our work in the sports, betting and gaming industries, I have been aware of and admired Square in the Air for some time. 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 added: “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.”
Square in the Air is a full-service marketing agency with clients all over the world and a team of more than 50 employees. It works with operators, suppliers and affiliates across sport, betting and gaming, as well as fintech, offering services including digital and traditional PR, social media and influencer management, ambassador and sponsorship activation, design and branding, video and content production and performance marketing.
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The post Square in the Air launches creative division with C-suite hires first appeared on EGR Intel.
Gambling industry-focused marketing agency hires duo from Amigo Partnership with experience of working for LiveScore, Flutter, The Pools and more
The post Square in the Air launches creative division with C-suite hires first appeared on EGR Intel.