Carat Manchester has appointed Peter Metcalfe as its new head of digital.

Metcalfe, who also joins the Dentsu Aegis-owned agency’s board, was previously a director at Carat’s sister agency iProspect.

His experience includes delivering cross-digital channel strategies for clients across the retail, financial and travel sectors.

New head of digital Peter Metcalfe

New head of digital Peter Metcalfe

Metcalfe said: “With an ever-converging media landscape, digital media is playing a central role in contributing to business growth for clients. Having been part of Dentsu Aegis Network in Manchester for several years, I have seen the market-leading work that Carat Manchester delivers for clients first hand.

“I am extremely excited to be part of the fastest growing global agency brand, working with a stellar list of clients and most importantly joining a phenomenal team.”

Rachel McDonald, MD of Carat Manchester, said: “This is a significant appointment for us in a year where we are predicting a huge acceleration of digital spend across our client base.

“Putting digital at the heart of our agency has been a key driver in our success story and is critical to our impressive client retention record. Peter’s appointment is purely an evolution of this approach and he has added value from day one, having already understood our culture he shares our passion for delivering pioneering work for our clients.”