LONDON — Hanover’s brand communications agency, The Playbook, has hired Ceri Reed as its new managing director.

Reed joins from BCW, where she was head of brand experience. She replaces Andrew Baiden, who joined The Playbook in 2018 and left last July, and whose next move is not yet known. Hanover group MD of corporate, brand and strategy Gavin Megaw, who has been acting as interim MD, returns to being chairman of the agency.

In her new role, Reed will help to evolve The Playbook, which was set up in 2016, into a full-service brand agency. The 12-strong team now works across consumer technology, sport, healthcare and lifestyle with clients including La Liga, Worcester Bosch, P&O Cruises, the NFL, UFC, 888sport and UK Music.

Before joining Cohn & Wolfe (now BCW) in 2017, Reed had held senior roles at Edelman, Golin and Fever, working with brands including Cadbury, Now TV, Warner Bros and Campari Group.

Megaw said: “Ceri was the stand-out candidate in a rigorous search process and we are thrilled that she will now be leading The Playbook into its next stage of growth. Her appointment cements an important step towards The Playbook becoming the agency of choice for progressive brands that want to stand up, stand out and stand for something.”

Reed added: “I am excited to be joining such a passionate team, and be part of the game changing work that the agency is known for. The year ahead has no rule book, creativity is an imperative ingredient for success and The Playbook will be delivering for brands, who know they have to think, and act differently.”