Reconnected has lured Gio Napoli back agency-side after his time leading the St Ali brand across its hospitality, grocery and wholesale channels.
Jake Ford, founder of Reconnected, said Napoli is a lovely human who embodies the culture the agency is prioritising.
"Alongside his well-held vulnerability is a range of experience from being part of a fast-growing agency at BlueRock Digital and being exposed to the commercial realities and requirements of first-class marketing at St Ali," said Ford.
Napoli said the team are laying the foundations for something truly unique.
"Jake's vision for Reconnected, especially towards its people, is unlike any other I've seen and I can't wait to see where we are in the years ahead."
Napoli will work across the Reconnected B2C portfolio, primarily leading key consumer goods accounts including Playgro, Nandos, Straight Up Energy and Real Pet Food Co.
Reconnected launched to market in July. The newly formed agency is built to help marketers frustrated by over-investment in activation marketing implement more balanced and effective work.
The team has been designed to embrace commercial realities and use more effective short-term activation as an enabler for long-term brand building.
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