In her new position, Hunter-Ekins, who joined Splendid 11 years ago, will head up all senior client partnerships and be responsible for the company’s annual performance.
Samways, previously CEO and managing partner, becomes CEO and head of creative strategy. He will be responsible for the development of agency and client strategies.
Samways said: "Niki has been with Splendid Communications from near enough day one and she’s a real asset to the company, having played a huge part in the growth of the agency. The new move will allow me to focus on our creative offering and integrated business strategy."
Earlier this year Splendid hired Gavin Taylor as head of performance, responsible for growing its digital and data capabilities.
The agency’s clients include Tesco, MoneySupermarket, Hendrick’s Gin and Jack Daniel’s.