Square in the Air to launch integrated creative offering following appointment of Hugh Johnson and Nick Withersby

Reading Time: 3 minutes

Global award-winning marketing agency Square in the Air has made a transformational, double C-level appointment, hiring creative duo Hugh Johnson and Nick Withersby.

The pair step into the newly created roles of Chief Client Officer (Johnson) and Chief Creative Officer (Withersby) to lead the formation and operation of an integrated creative division that will deliver full-scale brand strategy, advertising and marketing campaigns.

Johnson and Withersby each bring more than 20 years’ experience in brand strategy, marketing and advertising, having worked together since 2022 at Amigo Partnership, where they delivered standout and award-winning work for clients including LiveScore, 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.

Johnson will lead creative client relationships and the agency’s responses to briefs.

His career in advertising and sports marketing has spanned some of the world’s leading brands, rights holders, sports publishers and broadcasters, in a variety of senior positions within global creative agencies, independent digital agencies, and sports publishing networks. His client experience includes running global and regional campaigns for the Premier League, Coca Cola, FIFA World Cup, UEFA Champions League, Eurosport, The Jockey Club, Imperial Brands, William Grant & Sons, GiveMeSport.com and The Football Content Awards.

Chief Client Officer 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.

“I am inspired by the sweet spot where creativity, fan culture and technology collide, to create meaningful connections between brands and their audiences, that drive a tangible step-change in behaviour. The opportunity to combine strategic brand development and conceptual creative thinking with the existing expertise in-house is huge, and I cannot wait to get started!”

Withersby will oversee Square in the Air’s creative output, working with its in-house copywriters, design and video teams.

He has built brands, campaigns, and creative teams across sport, gambling, charity, publishing, tech, SaaS, consumer and B2B, working at and with the likes of LiveScore, Virgin Bet, Flutter, Fincore, McLaren F1, Soccer Aid, UNICEF, Legal & General, and Thomson Reuters.

Chief Creative Officer Withersby said: “I absolutely love what I do – that early flurry when an idea is starting to take shape and you can feel it has got legs. What is even better is seeing it go the distance – landing at scale, across the right channels, in front of the right people, making the noise it should.

“That is what this role gives us. 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. Let’s go!”

The pair will report to Square in the Air CEO Ben Cleminson, sitting alongside Chief Operating Officer Ollie Drew and Chief Commercial Officer Robin Hutchison.

“This promises to be a truly transformational moment for Square in the Air,” said CEO Cleminson.

“I have been fortunate to see Hugh and Nick work at close hand, and they are exceptional creatives. The addition of their skills and experience is incredibly exciting for all teams across our business, and their leadership and fresh perspective will massively benefit the agency.

“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.”

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, and 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.

The post Square in the Air to launch integrated creative offering following appointment of Hugh Johnson and Nick Withersby appeared first on European Gaming Industry News.