Sutton Coldfield-based WAA has appointed a new creative director.

Martin Parkes has joined the marketing firm following a successful spell as creative group head at McCann Erickson having previously worked at Golley Slater Brooker and Palmer Hargreaves.

WAA founder and chief executive Andy Wilson said: “Our approach is based on commerciality and is about coming up with solutions that really permeate through our client’s business and have a tangible sales benefit.

“We have some of the best marketing thinkers in the industry and are very proud of the impact that we have had for our clients through bringing them fresh ideas in branding, PR and digital.

“The move to appoint Martin has been made to ensure that clients can be confident of getting everything from WAA – not just the best commercially appropriate ideas but the cleverest and most eye-catching delivery.

“Martin’s desire to join WAA is a great indication of what we are doing and the way that is being viewed in the industry.”

Mr Parkes added: “I had been hearing a lot about WAA and what they were achieving, and knew they were winning a lot of fans through their approach to business challenges.

“Once I met the team and saw some of the work they are getting involved in it made my decision very easy.

“I am delighted to be here and hope to help them add even further to the reputation of devising fantastic commercial ideas and then delivering them with the highest impact.”