TMW Unlimited is understood to have scooped Vodafone’s direct marketing account – previously handled by AIS London – in the same week as it has promoted executive creative director Graeme Noble to head up its 50-strong creative team.
The Creston-owned agency beat Wunderman, Havas Helia and WDMP to the account, as well as AIS, in a pitch handled by AAR.
AIS had handled the business since September 2012 when it was initially appointed for a single, Christmas, campaign without a pitch.
Noble (pictured) reports to co-founder and TMW chairman Paul Tullo and succeeds Gareth James, who left last month.
Having started his career as a graphic designer at Whitmar Publications in 1997, Noble first joined TMW in 2000, staying eight years and eventually becoming digital group head. He quit in 2008 for a short spell at Kitcatt Nohr but returned in 2009 as ECD.
Noble said: “I’ll work to shape the TMW creative department to be fleet of foot, recognising the need for fast proactive thinking, innovative content that has real craft, and, of course, a more traditional approach creating well thought out and beautifully executed strategic campaigns.
“Some clients benefit from a ‘hive’ approach that embeds strategy, UX, creative technologists, art directors, designers and writers – something which has delivered outstanding results for Unilever with our Magnum Pink and Black campaign. The trick is knowing what approach to take, and when.”
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