Digital consultancy G Squared has launched a performance media creative division, led by Chris Murphy, former general manager at The Hallway.
G Squared co-founder and director of performance George Photios said delivering high-impact creative which is iterative, scalable and drives results is no longer a nice to have, but essential for strong returns on marketing investment.
"We’re delighted that Chris, with his extensive agency and brand experience has joined G Squared to build this new offering and ensure our partners realise their business growth targets," Photios said.
As head of creative, Murphy will be working alongside G Squared’s consultants and clients to deliver impactful creative campaigns across digital channels.
Murphy has more than a decade at creative agencies in the UK and Australia including, Wunderman Thompson, BWM Dentsu, Saatchi and Saatchi London and Grey London.
He joins after more than four years at The Hallway where he set up the agency’s performance arm before becoming general manager, working with clients such as BINGE, GWM Haval and Tourism Fiji.
Murphy said clients need work that works in this economy.
"They need to see it make a difference with immediacy and have the ability to optimise campaigns in real time. Laser-focused performance creative campaigns are now critical and I can’t wait to get stuck in and start this exciting new chapter of my career," he said.
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