The appointment signals a renewed focus on digital media, according to Lee Daley, the Saatchis UK chairman and chief executive. Although the agency already has a small interactive division, which employs around 15 staff, it has not had a standalone digital offering since it folded Saatchi & Saatchi Vision back into the main agency in 2002.
"It's a very important area for us and for me personally," Daley said.
"It has been hard to keep up with the demand in this area from existing clients and we needed strong leadership to drive the use of digital across the group."
Hughston said: "Saatchis sees digital as a major pillar of the business."
Hughston's most recent post was as the client services director at Tribal DDB. He has also worked at Publicis Networks on L'Oreal, Asda and the Post Office, and at Real Life/HHCL and Claydon Heeley Jones Mason.