Former Apple PR boss Nick Grange is heading up a new division at UK PR agency W.
He is a familiar face to the games industry thanks to his long years of service at EA, Activision and Microsoft, having helped to establish the Xbox brand in the UK. He also led Activision's European PR push for Call of Duty, Guitar Hero and more.
Grange left the games industry for a role at Apple in April 2011.
He now heads up W's Consumer Technology team, reporting to the agency's founder Warren Johnson. The new division will build on W's existing portfolio of tech clients such as Jambox and Pokerstars, as well as reaching out to new firms.
"We're enormously excited to have attracted Nick Grange to our growing team, and are energised by the potential to develop this aspect of our business – and, of course, to produce more great work for our clients," said Johnson.
Grange added: "W's evolution of a full-service consume technology capability was too good an opportunity to pass up.
"I'm thrilled to be joining Warren and his team, and to be taking a leading role in such an important venture for the agency."