The current chief executive and managing director, Jon Sharpe, will also take on the role of creative director at the agency, replacing Darren Navier, who moves to the new role of director of emerging channels. Matt Gorzkowski, a co-founder of the business and the current client services director, becomes the managing director in Sharpe's place.
In his new role, Navier - who splits his time between Yorkshire and the London office - will look at the potential of new digital channels and at issues such as convergence and their possible effect on clients.
The reshuffle sees Sharpe take on his first official creative role, although he has been involved in copywriting in the past. Before founding Play with Gorzkowski and the planning director, Ethan Segal, in December 2004, he was the director of digital marketing at Agency.com and helped to found the London office of itraffic in 2001.
Before joining Play in January 2005, Navier was the creative director at Agency.com and itraffic, where he spent seven years working on clients including BT, British Airways and O2.