Elliot Willis has been promoted from commercial director to managing director at The Hook Labs, just as it sets its sights on US expansion.
The start-up, founded by Andy Fidler and Gordon Bennell, is made up of two in-house divisions; the social marketing agency, The Hook Labs, and its media brand, The Hook. As managing director, Willis will build on UK success, and help it ease into the US by growing the sales, marketing and operations teams.
Andy Fidler, co-founder of The Hook Group, said: “Elliot has played a key part in getting the business to where it is today and has built a great foundation for The Hook Labs to grow from.”
Willis added: “The future of The Hook Labs is extremely bright. Our team have worked hard to nurture small to global brands and ensure the highest possible delivery. I look forward to developing the next phase with our talented team and launching more high impact social marketing campaigns.”
Willis has led teams at media companies including ITV, ChannelFlip and Endemol Shine.
In September, the group threw shade at agencies and media titles that fail to inform brands of the outcomes that can be achieved on social media.