Gygi previously worked at agency HeyHuman in the same role, and is joining the Initials team to focus on promotional live engagement.
The agency has a number of key clients, including Fiat, PepsiCo and Philips, and Gygi will work alongside executive creative director Nick Presley, and creative director of shopper Allan Guy to continue to expand the agency's portfolio.
Gygi was key to the reposition of Billington Cartmell from a sales promotion specialist to a creative agency, and assisted with the rebrand to HeyHuman. While there, he worked to deliver campaigns for the likes of Guinness and Lucozade on Sony Mobile.
With over a decade of experience, Gygi will join the Initials team and will aid with a wider initiative to partner with key schools of creative excellence, such as Bedford College and the Brixton-based School of Communication Arts.
Nick Presley said: "Paul not only comes with a strong pedigree and wealth of experience, but he is hugely passionate about what we do here and has bought into our plans to nurture talent from the ground-up. He'll be a great addition as we continue to drive our engagement offering for clients."
Paul Gygi added: "Initials has an independent, boisterous spiritJust as importantly the agency is in growth mode, and I’m looking forward to rolling up my sleeves."
Last month, agency Sense announced the launch of its new venture in the USA. Also in November, Curb Media was acquired by CSM's brand and live experience business, Icon.
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