Retail innovation agency Outform is ramping up its digital and creative capability with the appointment of ex-Cheil creative director James Dotchin.
Dotchin will lead the UK-based creative team and report to Simon Hathaway, Outform’s Group MD, EMEA.
He will work across all Outform key clients, with a focus on building digital capability as clients increasingly seek innovation driven by interaction in store.
Dotchin will also oversee creative output at Outform’s sister shop, The Shopper Agency, working in close collaboration with Clare Cryer, business unit director, digital commerce there.
His appointment comes hot on the heels of major new wins including Amazon, Intel and PVH, as well as Zound Industries, which is being led by the team recently established in Stockholm.
Prior to joining Outform, Dotchin spent a decade at Cheil Worldwide as creative director, delivering multichannel ideas for household names including Samsung, NIVEA and Absolut.
His experience also includes senior creative roles at Momentum Worldwide and Bezier, as well as strategic group head at Coutts Creative Shopper Marketing.
Outform’s growth in the UK also sees Thembi Hwalima join as account manager for the agency’s Samsung team, while Kal Stark has been recruited as technology project manager.
Simon Hathaway, MD EMEA at Outform, says: “More and more of what we do is on-line in-store, it’s these unified commerce solutions that are driving our growth in the UK and beyond.
“With new clients, new technology and new solutions all driving Outform forward, James brings creativity, retail nous and a strong innovative streak.
“I’m looking forward to our partnership to drive exceptional client solutions that will shape the future of retail.”
Dotchin added: “Outform has the client roster, internal structures and ambition to really make a change in the retail sector.
“It’s ‘dare to innovate’ spirit isn’t just words – Outform lives, breathes and delivers on it, and that is hugely attractive.
“Joining at such a fruitful time for the business, and at a time when retail is going through significant transformation, means there’s a lot to get stuck into, and I’m looking forward to it.”