Crichlow joins this month and will lead AMV’s social media team. He will also work with the planning and creative teams to identify cultural shifts and amplification opportunities for the agency’s roster of clients.
At Droga5, Crichlow built its social media offering and managed the agency’s output across clients including Coca-Cola, Mondelez International and Heineken.
Before Droga5, he worked at R/GA New York, where he developed mobile and social strategies.
Ian Pearman, the chief executive at AMV, said: "Finding people that have repeatedly delivered socially engaging, culturally relevant creative work is often hard. You only have to look at Gerard’s experience to see he is one of the few."
Crichlow’s appointment follows a series of hires to bolster AMV’s social offering. Earlier this year, the agency appointed Laura Di Simone to lead its community management arm, AMV Pulse.