Purpose-driven creative agency Nuevo has appointed Seb Royce as its new executive creative director, he joins from digital agency Gravity Road where he held the same role.

It is hoped that through his appointment, Royce will help the young, climate-conscious agency produce cutting-edge work and lead it on its mission to ‘clean up’ the advertising and marketing industries.

Bringing over a quarter-century’s experience to his new post, Royce has already held leading roles across a variety of advertising, PR and social agencies including Ogilvy, Glue and Freuds.

“We’re thrilled to announce that Seb has joined the Nuevo team, to further guide and drive us in our mission to do fantastic work that is environmentally sound and helps clean up the advertising industry. He will bring invaluable expertise and leadership that will help us ultimately make that mission a reality,” Nuevo CEO, Jack Davey said.

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Nuevo’s primary goal is to fight hypocritical greenwashing within the advertising industry, a project which recently attracted the investment of the Steven Bartlett-founded comms group Flight Story.

Royce himself added: “Everything excites me about Nuevo. Their mission, their purpose, their drive and their brilliant team – as well as their conviction that the advertising industry can do things better. I believe we can truly help build, grow and transform brands in a sustainable way – whilst playing our part in helping to change the world.”

“Nothing is more important than the environment and our impact on it. The drive and ambition of the team at Nuevo is formidable and their unshakeable focus on the purpose and mission, inspiring. I can’t wait to work with them and see what we can achieve together with our clients and partners.”