DigitalLBi has promoted UK CEO Anil Pillai to chief of the UK, Middle East, and Africa.

Pillai will be responsible for growing the agency’s footprint in the Middle East and Africa by leading major pitches. He will also work with high-growth clients, identify acquisitions and attract talent.

Pillai, who has been the UK CEO for the past four years, will continue to report to the international chief executive Ewen Sturgeon.

UK managing director Michael Islip will replace Pillai as UK chief executive.

Pillai said: “Having overseen the evolution of DigitasLBi into one of the UK’s leading agencies, the time is now right to take on an exciting new challenge.

“I can’t wait to start leveraging the expertise of the UK business to drive growth, champion creativity and instil DigitasLBi’s collaborative culture across our emerging Middle East and African markets.”

New UK boss Islip added: “I’m really excited to be taking on the role of chief executive as 2015 is going to be a big year for us. We’re going to continue developing our capabilities as an agency and we’re going to be doing bigger and better things for our clients.

“Thanks to the way we blend data, creativity and technology means we’re better placed than anyone to help businesses transform.”

Islip, who has been in his role since 2012, will continue to report to Pillai and will be responsible for driving ongoing growth.