Liverpool agency USP Creative has hired multiple D&AD award-winner Simon Broadbent as its new creative director.

Broadbent, who has 25 years’ experience in the creative industry, has previously worked at TBWA and Connectpoint, working with clients including Matalan, Next and The Co-operative.

Simon Broadbent

Simon Broadbent

He will oversee all creative development and work alongside the directors on brand strategy.

Broadbent said: “I haven’t been as excited as I am now for a long time to come to an agency as vibrant and forward thinking as USP. There is so much opportunity for the company to grow and the potential within the creative team is enormous. I’m looking forward to USP fulfilling its potential.”

Jan Peters, managing director, added: “Simon’s appointment marks the start of a hugely exciting time for USP Creative as we look to grow the company to service our growing client base. We are looking forward to watching our creative team develop under Simon’s guidance and continue to offer and expand upon our reputation for delivering outstanding creativity.”

Talitha Palmer Roberts also joins the company as client service manager. She was formerly senior account manager at the Fresh Group.