• by Steve McClellan  @mp_mcclellan, September 1, 2016

WPP’s Maxus Global has appointed Jen Smith, currently head of strategy and planning for Maxus UK, as its first global Creative Director. Smith will be responsible for overseeing all of Maxus Global’s creative output. 

That’s ‘creative’ in the broader sense of the term and not limited to content, but including creativity in both media and business generally. For example, she’s credited with restructuring the strategy team at Maxus UK a few years back, which the agency says led to better use of insights and technology for client and internal solutions across the agency.

She was also instrumental in developing the agency’s propriety planning process. 

Earlier this year, Smith led a creative problem solving training initiative that involved 10% of the agency’s staff. Those staffers are now applying what they learned in challenges that arise across the shop. 

Smith devised her new role herself, via a Maxus gender-equality initiative that helps women identify what their goals are and then take steps to achieve them. 

Announcing the promotion, Lindsay Pattison, Maxus worldwide CEO, said: “Jen has been an absolutely integral part of Maxus UK. She’s a brilliant communicator and left-field thinker and has consistently come up with ideas that move the needle for our clients and make us a more efficient, creative business.” 

Smith will continue to be based in London and report to Nick Vale, Worldwide Head of Planning and Nick Baughan, CEO Maxus UK. She will split her time equally between Maxus UK and Maxus Global.