Cheil's Jamie King to join Live & Breathe as executive planning director

With over 20 years’ experience in retail and brand strategy, King has worked both agency and client-side with a wide variety of brands from Tesco to EE.

At Cheil he was responsible for developing integrated shopper, retail, experiential and above-the-line strategies, as well as running the agency’s planning academy – which included developing a team of up-and-coming planners.

Of the appointment Live & Breathe managing director Nick Gray said: "King is a high-calibre individual and has done his time on the shop floor, gaining a real insight into how retail works from the ground up.

"He has a reputation for having strong, informed views and isn’t scared to do things differently to get the best result."

King added: “There is a huge opportunity for agencies like Live & Breathe to shape new strategies that connect brands and retailers with their audiences", and said that he hopes to focus on "insight-led customer experiences" in his new role.