APS Group has announced changes to bolster its creative and content agency senior leadership team.

James Lawton-Hill whose previous role was Marketing Director for the Group has now been given the additional responsibility of overseeing the creative arm as Marketing and Agency Director. Lawton-Hill will focus on leading and delivering the growth and vision for the agency on a Global basis, supported by his existing management team which has been bolstered by two new senior appointments; Rob Potter joining as Head of Strategy and Pete Gentle as Creative Solutions Director.

James Lawton-Hill has been with APS since 2020, having previously worked in a variety of in-house roles after starting life in a number of agency positions throughout the UK and Asia. He has played a role in the rebranding of the agency as well as contributing to some large wins including abrdn (previously Standard Life Aberdeen) and the Northern Rail creative production account.

Potter is an international growth strategist with over 15 years’ experience, in both agency and client-side roles for a range of global brands, across the Financial Services, Public Sector and Energy & Clean Tech sectors.  Potter brings his vast experience to unlock the full potential of brands, through a vast array of business insights and strategy. Working closely with the client senior leadership team, he has already instigated change, aiming to increase commercial growth for several existing APS clients.

Gentle returns to APS after 3 years having previously worked for the business for over 10 years as Studio Operations Director. Bringing his vast experience in leading a diverse range of agency services, including operations and project delivery within challenging environments. Gentle, will work with existing and new clients to deliver innovative market leading creative solutions, ensuring clients and their brands stay current and at the forefront of their market.

Lawton Hill explains “The two new additions to the team help build upon the existing strong management team we have here at APS with some great experience. I’m excited to take on the new expanded role as we look to continued growth across our creative and content services.”

The team will work across a wide portfolio of clients from across a range of industries from public sector, retail, financial services, and the charity.