Assembly Nabs New Chief Digital Officer Alan Smith

Industry veteran Alan Smith is joining Assembly as chief digital officer. Smith will be responsible for leading the agency’s digital media practice and managing teams across display, programmatic, search, video, social and mobile on behalf of clients.

He will be based in New York City and will report to Michael Nicholas, Assembly’s chief innovation officer.

“Alan is extremely well-versed in the digital media sector, particularly in the area of programmatic, a space that is top-of-mind for us,” said Michael Nicholas. “We very much look forward to having his enthusiasm, talent and expertise on the executive team.”

Prior to joining Assembly, Smith was head of media investment and programmatic for North America at Essence, an independent digital media agency. During his six-year tenure at Essence, both in the U.S. and abroad, Smith led accounts including Google and eBay. He also served as head of media for North America and strategy and planning director.



Smith is taking on Steve Minichini’s responsibilities as Minichini moves into a broader role within MDC, in a yet-to-be identified position that will focus on technology innovation at an enterprise level.

The MDC-owned media agency, headquartered in NYC, currently has a full-time staff of 450 people with offices in five North American markets. Clients include Expedia, Arby’s,, The UPS Store, AMC, Timberland, 1-800 Contacts and New York Life.

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