Dodworth was global strategy and business development director at Bite Communications until this summer, when he quit to launch his own agency, Sea Glass PR (PRWeek, 4 July).
Dodworth will spend around one week each month at Publicasity while continuing to operate Sea Glass, which counts Experian and Action Aid as clients and will continue to operate independently.
At Publicasity, Dodworth will work alongside MD Emma Wright, deputy MD Zoe Ward-Waring and executive chairman Carl Courtney. Wright said: ‘The role of insight and planning director is all about understanding and interpreting the client's brief through the eyes of the target customer.'
Publicasity revealed this week that, from 1 January, it is to adopt a new payment model. If it does not meet ‘key performance indicators', it will not charge clients until those targets are met. Wright said that, to her knowledge, Publicasity was the first agency to have adopted this specific payment model for all clients.
Dodworth will start at Publicasity, which has offices in Hemel Hempstead and Covent Garden, on 1 January.