TMW raids TBWA\Media Arts Lab for new strategy chief

TMW, the one-time direct marketing agency that recently gobbled up sister brands Nelson Bostock and Sport Unlimited in a major Accenture Song shake-up, has strengthened its “earned‑first” capabilities with the appointment of a new group strategy director.

Jasmin Kocur will co-lead the team of earned-first specialists spanning social, creator, PR and community, alongside executive PR and comms director Chloe Mitchell. Both report to Dan Bowers, chief strategy officer.

Kocur joins the agency with deep experience in social strategy, multidisciplinary creative, creator, content and campaign activation. She was previously interactive strategy director at TBWA\Media Arts Lab for Europe and the Middle East.

Prior to that, she spent over a decade at Digitas UK within social and creative strategy, working across both agency and Publicis Groupe clients such as Haleon, HPE, Bottega Veneta and Subway.

TMW’s headcount of earned specialists has grown significantly since the agency became part of Accenture Song, reflecting rising client demand for integrated, earned-led briefs that connect brand storytelling with accountable business outcomes.

As well as developing long-term partnerships with clients, including the UK Government, Canon, and Logitech, the team is working with a host of new clients from across Accenture Song’s portfolio.

Through close collaboration with Move Studio, TMW’s in-house production arm led by Millie Graham-Campbell, it is claimed the agency will enable clients to benefit from platform-native content at scale, supported by Accenture’s AI-driven creative technologies.

Dan Bowers said: “We’re so happy to have Jas onboard. She brings an earned-first mindset, loads of integrated experience and her own brilliant way of making complex things feel simple. It’s great to see the energy and passion she’s bringing to the agency, and the difference she’s already making with our clients,particularly as they are increasingly looking to earned to drive growth.”

Kocur added: “Earned conversations are redefining how brands show up as audiences increasingly seek authenticity, trust and relevance. I’m excited to join the team at TMW and shape the next chapter for our offering.

“Bringing together the best of social, creator, PR and community expertise, and bolstering this with Accenture Song’s AI tools and Move Studios production capabilities, we’re able to fuel the right conversations to drive both business and cultural impact.”