XYZ has appointed James Hoyle as one of its new creative directors, replacing Paul Stanway who vacates the role after nearly a decade.
Stanway will be taking on a more elevated role primarily focused on growing the brand experience agency. Working alongside co-founder and managing director Will Mould, Stanway will take more of an ‘eyes up’ approach to the business he co-founded in 2013.
As for the newly appointed Hoyle, he joins the London-based agency following three successful years as creative director for Tin Man Communications.
According to Campaign Live, Mould stated that Hoyle was a prime candidate with vast experience in experiential, comms and content. The XYZ move comes as part of a wider mission to shift to more of an “output agnostic offering”, placing the focus on creating the best solutions for clients.
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Alongside these shifts in positions, the agency has also taken on several other industry professionals.
Gordon Reid, who helped launch a Palace and Calvin Klein collaboration in New York, has become the new head of delivery, while Becca Ratcliffe will join as head of client services and Alina Basu will become the new client director for Nike.
As a result of the new hires, Lucy Aitken resigned from her position as operations director, opting to move to Proud Robinson + Partners instead.
Mould added: “The ‘great resignation’ allowed us to step back and reassess some positions. We were able to look and say this position needs to be split into two positions, and this role now needs to become more senior. Having Stanway move up to executive creative director has been really really useful.”
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