Charles Hughes Joins Via as Co-Creative Director

After 13 years at Digitas and its predecessor agencies, Charles Hughes has moved north to Via, into the newly minted position of co-creative director.

Hughes joins creative director Greg Crozier to head up a team of writers and designers in the development of cross-channel ad vertising and marketing at the agency in Portland, Maine.

In his new capacity, Hughes oversees four art directors and works with recently won clients Banknorth Group and Purchase Soft. The addition of Hughes is part of Via’s plan to strengthen its advertising and marketing capabilities.

“When [Hughes] presented his creative accomplishments, we were impressed with the client results as well as the strong creative,” said John Coleman, chief executive at the 100-person shop.

Prior to Via, Hughes had worked since 1988 to at Digitas, Bos ton, recently serving as vice president and design director. He contributed to a number of accounts, including Amer ican Express, AT&T, Charles Schwab, Fed Ex, General Motors and Neiman Marcus.

“[Digitas] is a wonderful place to work, but I needed to try something new,” Hughes said.

At Digitas, Hughes helped overhaul the company’s brand from Bronnercom to Digitas by crafting a new brand identity for the agency.

Hughes also served as an art dir ector at Mullen, Wenham, Mass., where he worked on SmartFood and Hewlett-Packard.

Before Digitas, he held positions at Mc Cann-Erickson in New York, and the former Londy Sward lick Mackey, Port land, Maine.

In his new position, Hughes hopes to “grow [Via’s] advertising ca pacity in order to make it a substantial part of the range of services that Via can offer its clients,” he said.

Via’s client roster also includes Asea Brown Boveri,, Idexx Laboratories, The Limited, The MONY Group and Sugarloaf/USA.