LONDON — W is bringing in Mark Perkins as the firm's first executive creative director, amid continued expansion at the independent UK consultancy.

Perkins joins W in mid-November after a successful five-year run as creative director at MHP, where he oversaw a slew of award-winning campaigns, most notably the NHS 'Missing Type' appeal for blood donors in 2016, Perfect Mum for Baby Dove, and Christmas Tinner for Game.

He will lead W’s creative department, which this month unveils a new multimedia campaign for Lynx, starring world heavyweight boxing champion Anthony Joshua. W's global clients now include Unilever, Major League Baseball and Levi's, helping propel 25% revenue growth over the past 12 months, during which it was also named EMEA Consumer Consultancy of the Year. 
Perkins move to W reunites him with agency founder/CEO Warren Johnson after the duo began their careers 20 years ago at Red Consultancy. Since then Perkins spent more than a decade rising up the ranks at Cow PR, before joining MHP in 2013.

"We’re increasingly acting as the lead creative agency for our clients, and bringing in someone of Mark’s calibre is an important step – in nurturing our existing talent, increasing our creative firepower, and winning more creative awards," said Johnson.