He will report to chairman and CEO of JWT Europe Toby Hoare and take responsibility for the JWT Group in the UK where he will oversee and help to develop the group’s integrated proposition.
Hayward is a co-founder and former partner of the agency 180. The agency’s clients include adidas, Sony and Glenfiddich.
During his tenure Hayward (pictured) helped launch the ‘Impossible is Nothing’ campaign for adidas, which was instrumental in repositioning the brand as a true competitor to Nike.
He originally joined JWT London in 1987 as a graduate trainee, eventually moving to JWT Barcelona as an account director in 1990. He has also worked at WCRS and Wieden & Kennedy Amsterdam.
Hoare says: “There were many excellent candidates but Guy stood apart as his background combines six successful years at JWT along with being a founder of one of Europe’s most innovative and admired agencies. His knowledge of brands and experience working in both traditional and non-traditional channels means he is well placed to further add value to our clients. “
JWT UK joint managing directors Tom Vick and Joe Petyan remain in place.