O’Brien, who previously worked for Initials for two years, joins from The Bank and brings with him 10 years of experience in creating integrated campaigns. He will work with incumbent Allan Guy to oversee all creative output.
Cripps moves from Iris where he was a senior writer. He will be responsible for copy across Initials’ client portfolio including Peugeot, Sony Pictures and Pepsico.
The pair will report into Initials executive creative director Nick Presley.
Presley said: "A strong creative team has always been at the core of our agency offering and injecting fresh talent into it is vital to constantly deliver campaigns that cut-through for our clients. These senior additions to the talented team we have here already not only reflects the strong growth of the agency over the past year, but also an investment in our future development."
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