Gosling, who has been in the advertising industry for 20 years, will be responsible for improving TBWA's creative output.
He will achieve this through a combination of ensuring efficient workflow procedures are in place and overseeing the forward-planning of the agency's creative department.
He will report directly to the TBWA\UK president, Robert Harwood-Matthews.
Before MCBD, where he spent 12 years, Gosling worked at Abbott Mead Vickers BBDO.
Gosling said: "TBWA\London is a growing agency and I'm thrilled to be a part of it. It's an exciting place to be."
Harwood-Matthews added: "Andrew was the perfect candidate for this role. He is a true expert in the challenges of multidisciplined marketing and brings 20 years' agency experience."Follow @SaraKimberley