TMW is rewarding executive creative director Daren Kay for his long-standing service to the agency by appointing him director of innovation, heading up a new unit dubbed ‘the influence lab’.
Kay has over 20 years’ experience in the creative industry, 11 of which have been spent leading the creative department at TMW, the last four years as ECD.
The ‘influence lab’ feeds into TMW’s agency proposition of ‘Intelligent Influence’, which aims to identify the key influences that affect how people think, behave and spend. Clients will also be invited to participate in these sessions.
Kay will also be responsible for inspiring all departments within the agency – from data to creative and client services – to look for innovative solutions to their day to day challenges.
Tullo said: “Having worked in the creative department at TMW for 11 years, Daren is the ideal person to drive innovation through the agency. His role will help bring our Intelligent Influence approach to life by engaging teams from across the business, as well as clients, in finding the most insightful solutions to creative briefs.”
Kay added: “I’m aiming to break down the linear processes that exist in larger agencies. All too often agency departments end up working in silos without realising the potential benefits of working together from the word go. My aim is to put innovation at the heart of what we do to ensure we sustain our competitive advantage and continue to deliver creative excellence.”
