John Watson, a business lead and partner at Bartle Bogle Hegarty, will join Proximity on 18 July as managing partner, reporting to the agency’s managing director, Gabrielle Ludzker (née Moss).
At Proximity, Watson will lead the Lloyds Banking Group, Volkswagen Group and The Economist accounts. At BBH he was the business lead on the agency’s Tesco account.
Mike Dodds, Proximity’s chief executive, said: "John will be a fantastic addition to our senior team and I can’t wait for him to join us.
"The lines between different communications channels are becoming less defined all the time and it’s great to have someone on board with such in-depth experience of so many touch points."
Watson’s hire follows the departure of Sharon Whale, the deputy chairman, who left after 12 years at the agency to join Oliver as UK chief executive in December 2015.