From today (24 August), Bruce will report to Mark Elwood and Augusto Sola, the agency’s creative directors, and will work across 101’s entire client roster, which include Vauxhall and Tango.
Bruce joins 101 from Crispin Porter & Bogusky’s London office, where he made ads for Turkish Airlines and Paddy Power, including some of the bookmaker's "ball of shame" spots.
In 2013, Bruce was picked as one of Campaign’s Faces To Watch, along with his former creative partner Kate Baker, who has also left CP&B.
Bruce said: "101 is the perfect fit for me, both in terms of their culture and their clients. You’d be hard pushed to find a more exciting and ambitious agency in London right now and they don’t seem to mind at all that I dress like a middle aged man and listen to UK Hip Hop."
Before joining CP&B, Bruce was a creative at Beattie McGuinness Bungay, working on brands such as Ikea and McCain.
Elwood added: "Joe is a great talent and really great bloke, there’s no ego and just a strongly-held desire to do great work on all platforms.
"Myself and Augusto are chuffed to have him at 101, we can’t wait to see what he can do on our client list."