Southpaw has welcomed Andy Peel into its flourishing creative department as senior creative. The new hire answers the increased demand from clients for senior creativity and will help drive the future growth of the agency.
Peel joins Southpaw fresh from a five-year stint as senior creative at Pulse Creative, part of The&Partnership’s on-site agency for News UK. There he worked across a number of brands within the News UK family including The Times and The Sunday Times, The Sun and the Wireless Group, including TalkSPORT. Peel’s prodigious talent has earned him multiple awards including D&AD, Cannes and Creative Circle honors.
Under creative director Glenn Smith, Peel will lead the day-to-day creative output across a range of clients within the agency’s automotive and alcohol portfolios, seeking ways to scale Southpaw’s offering with key accounts.
Looking to the future, he will be a critical part of Southpaw’s accelerated growth into new categories, bringing the agency’s unique service offering of neuroscience and behavioral science marketing to fresh prospects.
But it’s not just the work that Peel will focus on; he brings serious pedigree as a mentor for young creative talent.
As director of the Young Creative Council – something he’s been a part of for over a decade – he will bring his experience and passion for nurturing young and diverse talent to bear at the agency. With ambitious targets to become a more inclusive and equitable workplace, Peel’s skills are an asset that both Southpaw employees and clients can benefit from.
Smith said: “Andy knows how to create great impact with his thinking and how to bring it all to life with his strong eye for craft. And, with his experience mentoring young creatives, I can’t wait to see how he can influence our growing creative department.”
Peel began his career in Edinburgh, with an initial stint at Union and then the Leith Agency, and he has worked for various agencies and brands of note over his 14-year career. He is the founder of Ad Job Wall – a social media-driven job-finding service for those starting out in advertising – and runs Single Creatives, a website created to help solo art directors and copywriters find their perfect partner.
Peel added: “I always said to myself it would take something special to leave my last role, so when Southpaw approached me, it felt like the perfect fit. Not only do I get the chance to work on successful brands like Honda and Brown-Forman, but I also get the opportunity to mentor the agency’s junior talent.
“Over the many years of running the Young Creative Council I’ve always championed the work of agencies outside of London, and I’m hoping this is another opportunity to show others why that’s the case.”