Kobayashi (pictured) spent the last five years at Ogilvy, leading brand strategy for clients including Vodafone and Expedia. He also set up the agency’s Effectiveness Council.

Prior to Ogilvy, his background includes roles at Adam&EveDDB, DLKW Lowe and The Brooklyn Brothers.

He joins the company in May, replacing Matt Willifer, who left in 2019. He will report to Engine Creative chief executive Ete Davies.

Kobayashi’s appointment follows a number of hires including Davies, head of film Melody Sylvester and chief experience officer Rob Chalmers.

Davies said: “Gen shares all the values we’re looking for as we build the modern creative agency here at Engine, and our belief in the role brand and brand purpose can play in driving innovation and growth for businesses. Plus, he’s got a proven track record in building and leading world-class integrated strategy teams.”