Hetherington has been made a partner at the London office, located in Richmond, as well as a partner and director of Lucre Leeds.
Hetherington's former agency August.One dissolved into a division of Text 100 last month (PRWeek, 9 March) and the 14-strong consumer team will now operate under the Text 100 banner. Before becoming deputy MD at August.One, Hetherington was the agency's consumer director.
Hetherington joins Leeds-based directors Tamarind Wilson, Sophie Spyropoulos and associate director Adrian Johnson. Hetherington is recruiting an initial three members of staff for the London office.
Lucre Leeds and Lucre London will have their own clients, but will also share resources when beneficial for the client. Wilson said: ‘Many of our clients are now based down south, so it made sense to have a full-blown London offering.'
Lucre London has also just won the consumer and trade account for Noddy.