Banc has appointed Simon Cotterrell as its first director of strategy in a bid to bolster its planning capabilities.
The agency said the move comes as it attempts to reposition itself as a 'total branding consultancy' rather than a conventional ad agency.
Cotterrell will be responsible for strategic direction on all accounts and comes from the Sydney office of Attik, a UK-based design agency.
He has worked for a variety of different communications companies, and was hired with his non-advertising background in mind, according to the chairman of Banc, Robert Bean.
'Simon's credentials are far more wide-ranging than pure advertising,' Bean said. He said that the agency's business model had changed and that it would focus on through-the-line branding more than pure advertising.
'He cares passionately about branding. We are trying to do something new and his maverick approach suits us perfectly,' Bean added.
Cotterrell said: 'Banc can advise clients how to advance their business intrinsically to create true brands, not just advertised brand shells.'
He spent three years at Saatchi & Saatchi, and as the director of interactive media, set up the agency's new-media unit. Cotterrell then moved to Saatchis breakaway shop Gorilla Communications before taking the job as the planning director at Attik.
His appointment coincides with Banc's hiring of a creative team. Paul Gerrard and Ben Holman join from Grey, having previously worked at Young & Rubicam, J. Walter Thompson, Saatchi & Saatchi and Delaney Fletcher Bozell.