Former Virgin Group director and brand builder for Richard Branson, Alex Tai, has been appointed as CEO at Kent and London based integrated marketing and digital agency, Zest the Agency.

Zest, which works between offices in London's Regent Street and Medway, has a firm foothold as Kent's leading integrated agency, delivering campaigns for global brands, with teams working across brand, marketing, digital, social and PR.

Tai brings a wealth of expertise to the role. From spaceships and submarines to Formula 1 and Formula E, Tai's experience in developing brands and businesses as director of special projects for the Virgin Group complements Zest's approach to marketing, taking a ‘people-first' approach, focusing on human engagement to deliver results.

Tai says, "I am excited at the opportunity to lead Zest and its excellent team. The company is positioning itself to be a leading integrated marketing and digital agency in London and the south east, but with a reach far beyond the M25 corridor."

Helen Banyard and David Gyertson will run the business on a day-to-day basis, moving up from their previous roles heading up the marketing and digital teams respectively.

Banyard says, "Alex knows a winning team when he sees one, his strength is turning winners into champions. Zest's capabilities are ever-growing as exciting new opportunities open, we provide full digital and marketing services to new markets as well as working closely with established clients."

Tai joined the board at Zest as CEO in June.