LONDON —M&C Saatchi Sport & Entertainment has hired Seth Jones to its senior leadership team in the newly-created role of UK creative director.

Jones joins from global creative agency AnalogFolk where he spent five years as creative director, working with brands including Nike, PepsiCo, Lucozade and Sainsbury’s. He previously worked at Tribal Worldwide and Elvis Communications, where he helped develop campaigns for the Virgin Group and Britvic.

The appointment is the latest stage in the agency’s senior leadership shake-up: it restructured in January, creating a global CEO role for Steve Martin and promoting Jamie Wynne-Morgan to UK CEO.

Jones will work closely with the agency’s other creative directors around the world and will report to Wynne-Morgan, who said: “It was a tough brief. A creative director who is 100% channel neutral and can turn their hand to any consumer passion from house music, to rugby, to street culture.

“Someone who wants to be as involved in the ideation as the direction and who could fit into our agency culture and philosophy. Seth brings all of the above and more. He really believes in the power of a simple idea and can articulate it beautifully.”

Jones said: “M&C Saatchi Sport and Entertainment is a brilliant agency with brilliant people and clients. The business is in a unique position to harness the things people actually like, even love, to build and market brands. I’m excited to work somewhere with a great appetite and ambition for creativity.”

M&C Saatchi Sport & Entertainment, which has offices in London, Berlin, Sydney, New York, Johannesburg and Los Angeles, is one of 13 agencies in the M&C Saatchi UK Group. Recent account wins include the Australian Olympic Committee.