TBWA\Media Arts Lab appoints Tommy Smith to oversee UK, EU and CEMEA operations
Bespoke global agency for Apple TBWA\Media Arts Lab has named Tommy Smith as regional managing director for the UK, EU and CEMEA. Based in London, he will lead the Apple-dedicated agency’s operations across the region, reporting to global chief executive officer Katrien De Bauw.
Smith brings close to ten years of agency leadership experience, most recently serving as managing director at McCann London. He officially took up the position at Media Arts Lab this month.
At McCann, Smith progressed from account director to managing partner and later joint head of business leadership. He joined the executive leadership team in 2023.
His portfolio includes global campaigns for Just Eat Takeaway, where he helped build the Did Somebody Say Just Eat platform, along with high-profile work for Xbox, Wimbledon and Nestlé Cereals. His campaigns have received recognition from Cannes Lions, D&AD, CLIO and The One Show.
Katrien De Bauw, global chief executive officer, TBWA\Media Arts Lab: “Tommy is a proven leader who understands how to push creativity with purpose and effectiveness. His track record of delivering breakthrough work, combined with his strategic vision and cultural intelligence, makes him the perfect fit to lead MAL in one of our most important regions.”
Tommy Smith: “I’ve long admired the work Media Arts Lab does for Apple—work that consistently sets the bar for creativity, craft and cultural impact. I’m incredibly excited to join the team and contribute to Apple, one of the world’s most iconic brands at a time when creative excellence matters more than ever.”
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