Initials hires Paul Gygi as new creative director

Creative agency Initials has boosted its creative team with the appointment of HeyHuman creative director Paul Gygi to the same role, with a specific focus on Promotional Live Engagement.

Gygi will work with Initials’ executive creative director Nick Presley, and creative director of shopper Allan Guy, across the agency’s growing client portfolio including Fiat, PepsiCo and Philips, as well as a number of recent new business wins.

Gygi has more than a decade’s experience at a range of marketing agencies. Cutting his teeth at Spirit advertising, he then moved on to Billington Cartmell where after five years, helped reposition the business from a sales promotion specialist to a creative agency including assisting with its rebrand to HeyHuman. There he worked to deliver campaigns for the likes of Guinness, Lucozade on Sony Mobile.

As a key member of the Initials’ creative team, Gygi will also contribute to a wider initiative at the agency to partner with key schools of creative excellence, including Bedford College and the Brixton-based School of Communication Arts, to nurture young creative talent.

Presley said: “Paul not only comes with a strong pedigree and wealth of experience, but he is hugely passionate about what we do here and has bought into our plans to nurture talent from the ground-up. He’ll be a great addition as we continue to drive our engagement offering for clients.”

Paul Gygi, creative director at Initials, added: “Initials has an independent, boisterous spirit. It’s people crave creativity and they consistently deliver inspirational work for their clients. Just as importantly, the agency is in growth mode, and I’m looking forward to rolling up my sleeves.”