Richards will lead the new management team  joining from DigitasLBi where he was business director. Alisa Fleischmann, previously of Wunderman and OgilvyOne, has been hired as client services director.

The rebranded agency operates as the London office of Dutch agency group, Adeptiv which was formed from the merger of several agencies including Yourzine and Searchresult. Group clients include Vodafone, Samsung, Triodos Bank, T-Mobile, Jaguar/Landrover and IKEA. 

Adeptiv UK’s proposition revolves around using data, technology, creative and media to help brands ‘get, keep and grow’ customers at scale throughout the customer journey. Services include CRM strategy, creative, build and deployment and website user experience as well as PPC, SEO and programmatic strategy and execution.

Richards said: “Often, brands have powerful technology and tools at their disposal, but overstretched marketing teams need support. We’ve got a team of technical data consultants, data scientists and platform experts who can consult on joining the dots to drive more out of brands’ existing technology stack.”