Peon will join the agency later this month. He will report into JWT London’s executive partners and is tasked with improving the digital and integrated advertising capabilities within the agency’s creative department.
JWT’s executive team comprises Ramsey and the joint executive partners, Joe Petyan and James Whitehead.
Peon replaces Ricardo Figueira in the role of digital executive creative director. Figueira joined JWT in 2012 but left the agency in December 2015 and has joined Saatchi & Saatchi in the same role.
Peon, who began his career as a commercials director, joins from Possible. He had been at the digital creative shop for almost six years – first at the Cincinnati office and then London. Both Possible and JWT are owned by WPP.
Russell Ramsey, JWT London’s executive creative director, said: "Lucas has a huge amount of experience, making him much more than a digital creative.
"His knowledge and ability to deliver across multiple channels means he is perfectly placed to drive integration across the whole business."