Area 23 has tapped Franklin Williams as EVP, director of experience design. In the newly created role, which reports to Area 23 chief creative officer Tim Hawkey, Williams will oversee the company’s digital creative output and supervise its team of UX specialists and creative technologists.

“As an agency, we are continuing to prioritize digital and experience design,” said Area 23 president Renee Mellas in a statement. “It’s not enough to be innovative anymore. You must be inventive.”

Williams has held a range of posts at medical marketing agencies, including CDM New York and Entree Health. Most recently, he was SVP, director of digital experience at The Bloc.