Live & Breathe has tapped Cheil's Jamie King for the role of executive planning director.
King will join the integrated retail and shopper agency this week to work across its Leeds and London offices with clients such as Birds Eye, Morrisons and Pernod Ricard.
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.