The appointment is part of R/GA’s new global approach of consolidating three strategic functions – planning, analytics and business transformation – to "help clients evolve in the connected age".
Wassef will work on the overarching strategic vision for the agency’s entire Nike portfolio. This includes the all-digital brand categories in Western Europe, such as Nike Football, women’s, running, sportswear, basketball and men’s athlete training.
He has also been tasked with leading strategy teams across R/GA’s global network and will report to Drew Burdon, R/GA London’s vice-president and executive strategy director, insights and planning.
Wassef was at Sid Lee for three years. He was previously the planning director at Droga5 in Sydney between 2011 and 2012.
His career has also included spells at AKQA, Abbott Mead Vickers BBDO, Host Sydney and Clemenger BBDO.
Wassef said: "This is an interesting and exciting time in the evolution of R/GA London as a global creative force."