By Arun Sudhaman

LONDON: Waggener Edstrom has made three senior appointments to its EMEA team, led by the hire of tech veteran Chris Gent to head the practice in the UK.

Gent arrives from Octopus Communications, where he was head of content for the agency’s marketing services arm.

The agency has also hired Toby Walsh from Brands2Life sister firm Marlin PR as associate director in the UK tech practice. Also joining is Dan Street, who departs Lewis PR to become a digital consultant at Wag-Ed.

Wag-Ed SVP and UK GM Shaun Wootton said that Gent’s experience integrating PR, marketing and direct-to-customer programs was a key factor in his hire. “Marketing buyers are demanding campaigns that require a diverse skill set and wide range of channels to reach target audiences,” said Wootton.

“Chris’ ability to develop marketing programs across channels for blue-chip companies complements Waggener Edstrom’s approach of creating integrated influence to deliver business impact.”

Walsh will lead the agency’s BMC Software account in the UK, while Street joins Wag-Ed’s digital arm, WE Studio D.