The former strategic director of Digital@JWT, Tim Hayward, is joining TBWA/London as its new digital partner.
Hayward will take up the position, which is intended to enhance the agency's current low-profile interactive capability, at the end of the week.
Hayward left Digital@JWT in February, only four months after the new-media division was separated from JWT by its managing director, Jeremy Davis.
Hayward had previously worked on developing digital strategy at HHCL & Partners.
'We want someone who can talk about online in the context of the brand rather than simply having a production-led conversation,' TBWA's joint managing director Johnny Hornby said. 'We want someone bright who can talk about the big ideas and how they can translate.'
TBWA has been notable for its resistance to opening an in-house online division. Following a series of conferences around the TBWA network last year, the agency developed a policy of collaborating with new-media agencies where necessary.
Deepend currently works with the agency on the online component of its high-profile French Connection business.
'TBWA is coming to this later than a lot of other agencies,' Hayward said. 'They have spent some time trying to get it right and they now need someone at the senior level to talk to clients. They're talking about real, media neutral integration.
'This is one of the highest rated creative agencies in the country and that provides me with a real challenge since we're not seeing a lot of creativity online at the moment.'