Cook joined Life in January from global advertising firm Draftfcb. Her remit will cover driving a new business push across Life’s experiential, promotional, digital and advertising divisions, as well as its integrated offering.
Cook will also look to expand the agency internationally, following its acquisition by Communisis PLC at the end of 2014. Prior to Draftfcb, where she was head of retail on its Beiersdorf and Celesio accounts, she worked for shopper and retail agency LoweOpen.
Brands she has worked with include Burger King, Morrisons, Halfords, Visa and Unilever.
Ian Humphris, founder and managing director of Life, said: "2015 will be a pivotal year for the agency. Our intention to create exceptional client work remains, but this will be accompanied by an even sharper focus on growing our portfolio – which is where Niki comes in.
"It takes a certain type of person to understand our approach and Niki got it straight away. She’s a great cultural fit and embodies our Marketing First, Comms Second proposition in her own rich background in marketing."
Cook added: "Life is at a hugely interesting and crucial point in its development. The agency has new firepower behind it in the form of Communisis and is in a great position to take its bold approach and thinking into 2015 – one of the key elements that drew me to the position.
"Life has an upbeat energy and passion which make for a very exciting place to work. I look forward to doing my bit to share that passion with the wider world."
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