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Independent digital agency Cult London has poached Matt Watson from Digitas to head up its creative team.

Watson, who was previously a creative director at Digitas, has been named as Cult’s executive creative director – a new role for the six-year-old agency.

He will be based out of the indie’s London office and will head up creative for clients such as Amazon Fashion, NBC Universal and Netflix.

Watson’s appointment is effective immediately. He will work directly chief creative officer Cat Turner and chief strategy officer Bridey Lipscombe, both of whom are the agency's founders.

Turner said: “We're delighted to have Matt join as our ECD, taking us a level up. His smart, no bullshit approach fits perfectly with our agency culture, and his creative thinking is progressive, meaning we'll continue to grow our offering and work excellence.”

Watson added “Cult has been on a phenomenal journey so far with some of the best brands out there. The work they’ve created has been game-changing, for their clients and for our industry. This coupled with their ambition to become much more than a traditional agency is what drew me to them.

“It’s going to be hard work, but a lot of fun. I’m very excited to be part of this next chapter in Cult’s adventure.”