LONDON—Waggener-Edstrom has hired Nick Woods from Cirkle to lead the firm's new consumer practice.

Woods, who also takes on the role of creative director at Wag-Ed, was deputy MD at Cirkle, where he spent the past two years. 

The launch of a UK consumer practice joins existing Wag-Ed consumer units in North America and, notably, Asia-Pacific.

"Our intention in EMEA is to build up our consumer proposition, starting in the UK, as part of our on-going strategy to diversify and extend the services we offer clients and prospects,” said Wag-Ed EMEA GM Chris Talago.

Woods will lead this rollout, after accruing 20 years worth of consumer experience at such agencies as MSL, Weber Shandwick and Porter Novelli.

“Having spent time with the executive team, it’s clear there is huge ambition to grow and diversify the business, which is backed up a coherent strategy and willingness to invest," said Woods. "As brand owners are pushed ever harder to justify their spend, WE’s integrated approach is ideally suited to ensure communications works hand in glove with the sales and marketing team."

Woods will also be responsible for overseeing the agency's creative output.