On October 14, 2025, the well-known industry PR agency, Square in the Air (SITA), announced the launch of a new dedicated creative division. This strategic move is designed to enhance their offering with comprehensive brand strategy, advertising, and marketing solutions. The initiative marks a significant expansion in SITA’s capabilities and aims to cater to the evolving needs of its clients in the competitive iGaming sector.
The new division will be spearheaded by Hugh Johnson, who assumes the role of chief client officer, and Nick Withersby, the newly appointed chief creative officer. Both Johnson and Withersby bring a wealth of experience to the table, each boasting over 20 years in brand strategy, marketing, and advertising. Their collaboration started in 2022 at Amigo Partnership, where they excelled in delivering standout and award-winning campaigns for high-profile clients such as LiveScore, Flutter, Virgin BET, UNICEF, and Soccer Aid. Their work on The Pools’ brand relaunch particularly stood out, earning them accolades at the 2025 Alliance of Independent Agencies Awards.
Stationed at SITA’s London headquarters, Withersby will be responsible for overseeing the agency’s creative output, collaborating closely with in-house teams including copywriters, designers, and video producers. Johnson, on the other hand, will focus on cultivating creative client relationships and guiding the agency’s responses to client briefs. Both will report directly to Ben Cleminson, the chief executive, highlighting the strategic importance of their roles.
Cleminson expressed his enthusiasm for the new appointments, describing them as “transformational” for the agency. He remarked on the opportunity he had to witness Hugh and Nick’s creative process first-hand, noting their exceptional abilities. “The addition of their skills and experience is incredibly exciting for all teams across our business,” he observed. “Their leadership and fresh perspective will massively benefit the agency. The division we are launching with Hugh and Nick will add a creative layer to our business, allowing us to provide a vital, sought-after service to a client base that we have nurtured over nearly 20 years.”
Square in the Air has established itself as a full-service marketing agency with a global clientele and a team of over 50 employees. It provides a diverse range of services, working with operators, suppliers, and affiliates in betting and gaming, as well as in sports and fintech. Their offerings include digital and traditional PR, social media, and influencer management.
In the ever-evolving iGaming industry, where innovation and differentiation are key, the establishment of a dedicated creative division by Square in the Air is indicative of the agency’s commitment to staying ahead of industry trends and client demands. This strategic move not only reinforces their existing relationships but also positions them to penetrate new markets and sectors more effectively.
However, some industry analysts suggest that while the expansion is promising, the true test will lie in the execution and market reception of the new division’s creative offerings. They point out that the integration of new leadership and the alignment of creative vision with client expectations are critical factors that will determine the success of this endeavor. A well-known figure in the industry remarked that the addition of seasoned professionals like Johnson and Withersby could indeed invigorate the agency’s creative pursuits, provided that their integration into the existing team is seamless and synergistic.
Furthermore, given the rapid technological advancements and changing consumer behavior in the iGaming and broader digital marketing landscape, agencies are under pressure to continually adapt and innovate. This reality underscores the importance of SITA’s strategic expansion, which seeks to blend traditional marketing wisdom with cutting-edge creative solutions.
While the primary focus remains on the iGaming sector, the broader implication of this development is significant for the marketing industry at large. As agencies like Square in the Air expand their capabilities, the bar is set higher for competitors, pushing the boundaries of creativity and innovation. This move could potentially set a precedent for other agencies looking to enhance their service offerings in a similar fashion, emphasizing the importance of creativity in achieving business objectives.
In summary, Square in the Air’s launch of a dedicated creative division represents a pivotal step in its evolution, underscoring its commitment to providing comprehensive, innovative solutions to its clients. With seasoned experts Johnson and Withersby at the helm, the agency is poised to build on its legacy and further its influence in the iGaming sector and beyond.
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