• by Fern Siegel , Today

Eloise Smith has been promoted to executive creative director of Oliver UK.

Smith will address creative for the agency’s 100+ UK clients, including Boots and Barclays. She reports to Rod Sobral, Global Chief Creative Officer.

In addition to managing a 200+ creative and design team, she will also focus on the agency's use of AI. "With Pencil — the best AI aggregator in the market — and our AI talent  giving us a serious edge, we can help clients rethink their marketing from the ground up," said Smith.

Previously, Smith led Amazon’s in-house creative department across EMEA, launching Amazon Groceries in the UK and repositioning Alexa for Germany.

Before that, her agency experience includes senior creative roles at MullenLowe and Lowe Profero, where she worked on the Diageo account.

Amina Folarin, CEO, UK Group, Oliver, added: "Eloise’s appointment reflects our ambition to continually elevate creative standards while embracing innovation. Her track record in building iconic brands and her passion for integrating AI into creative processes make her the perfect leader for this next chapter."

Oliver UK is part of the Brandtech Group.