TBWA\Media Arts Lab (MAL), Apple’s global creative agency, has appointed Tommy Smith as regional managing director for UK, EU and CEMEA from McCann London. Smith will work from the London office and will report to Katrien De Bauw, global chief executive officer.

Over nearly nine years at McCann London, he rose through the ranks from account director to managing partner, and later joint head of business leadership and managing director. He was appointed to the executive leadership team in 2023. During his tenure, he led major global accounts including Just Eat Takeaway, where he helped develop the Did Somebody Say Just Eat platform, and oversaw standout campaigns for Wimbledon, Xbox, and Nestlé Cereals. His work received top honours at Cannes Lions, D&AD, CLIO, and The One Show.

“Tommy is a proven leader who understands how to push creativity with purpose and effectiveness,” stated Katrien De Bauw. “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.”

“I’ve long admired the work Media Arts Lab does for Apple, work that consistently sets the bar for creativity, craft and cultural impact,” Smith added. “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.”