Aegis-owned Isobar has hired AKQA executive creative director Nick Bailey as the new executive creative director of its U.K. digital shop, glue Isobar.
Bailey will oversee creative across glue Isobar's clients, which include Toyota, Guardian Newspapers, and Kellogg's. Overall, the agency employs about 120 staff, a third of which are creative, Bailey estimated. He will report to glue Isobar CEO Penny Herriman.
Bailey spent four years running creative at AKQA's Amsterdam office. There, he helped develop Heineken Starplayer, a popular second-screen game promoting the beer brand's UEFA soccer championship, first launched in 2011. He also helped the agency land—and oversaw work for—clients including Tommy Hilfiger, MINI and EA Sports.
glue Isobar also hired Rick Williams, its chief technology officer, from AKQA in August of last year.
Bailey will start in March, and relocate from his house boat in Amsterdam, to London, where he lived prior to taking the job at AKQA's Amsterdam office.
"I'm most excited about scale of ambition within the business," Bailey said of glue Isobar. "Everybody that I've spoken to really gets how exciting this moment is in our industry. There's no prejudice about channel among the teams."
As for why he decided to make the move now. "The planets aligned"