Reed (pictured) replaces The Playbook's interim MD, agency founder Gavin Megaw, who returns to the role of chairman. Andrew Baiden left the MD role last July, having joined in 2018.
The Playbook said Reed joins "to continue its strategic evolution into a full-service brand agency". She has more than 20 years of agency experience, including stints at Edelman, Golin, Fever and PrettyGreen, working with clients such as Cadbury, Now TV, Warner Bros. and Campari Group.
Launched in 2016 as a creative communications start-up by the Hanover Group, The Playbook's expertise now spans consumer technology, sport, healthcare and lifestyle, among other sectors, and includes clients such as La Liga, Worcester Bosch, P&O Cruises, the NFL, UFC, 888sport and UK Music.
Megaw said: “Ceri was the stand-out candidate in a rigorous search process and we are thrilled that she will now be leading The Playbook into its next stage of growth. Her appointment cements an important step towards The Playbook becoming the agency of choice for progressive brands that want to stand up, stand out and stand for something.”
Reed said: “I am excited to be joining such a passionate team, and be part of the game-changing work that the agency is known for.
“The year ahead has no rule book. Creativity is an imperative ingredient for success and The Playbook will be delivering for brands who know they have to think and act differently.”