In-house specialist Oliver UK has promoted creative chief Eloise Smith to the expanded role of executive creative director, across the agency’s 100+ UK clients, including household names such as Boots and Barclays.
The Brandtech Group-owned business, which insists the move reinforces its commitment to delivering world-class creativity and innovation for clients, says Smith will be key to transforming UK brands’ marketing from the inside out.
Having joined the agency 18 months ago, Smith has led the development of a new in-house agency in Amsterdam for The Magnum Ice Cream Company as well as the creative output of Unilever’s in-house studios in EMEA.
In her new, broader role Smith will work to elevate creative output across the agency’s 100 client base and will manage a 200-strong creative and design department, with a focus on AI upskilling.
An award-winning creative leader with expertise across the entire customer journey – from brand platforms and TV campaigns to social and ecommerce – Smith has won accolades across film, digital, social, radio, experiential, retail, web build and AI.
Oliver maintains her appointment marks a significant step in its mission to combine creativity with cutting-edge technology.
Previously, Smith led Amazon’s award-winning in-house creative department across EMEA, creating high-profile TV and social campaigns for brand, retail and Prime, launching Amazon Groceries in the UK and repositioning Alexa for Germany.
Her agency experience includes senior creative leadership roles at MullenLowe and Lowe Profero, where she directed the award-winning digital transformation of Primark and delivered ground-breaking AI innovation for Diageo before the technology became mainstream.
Beyond her professional achievements, Smith is a published author, Oxford graduate and former Olympian – bringing a blend of creativity, strategy and resilience to Oliver’s leadership team.
She will report into Oliver global chief creative officer Rod Sobral, who said: “Eloise has a track record in building the world’s most iconic brands through AI-driven creativity, storytelling and culture-shaping ideas. Her leadership and energy will be key to transforming our UK brands’ marketing from the inside out. I’m thrilled to have her on board.”
Smith added: “I’m stoked to be working with Rod, (UK group CEO) Amina Falorin and the Brandtech Group to push Oliver UK forward. 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. Here’s to an exciting 2026.”
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