Smith will continue to be based in London and will report to Nick Vale, Maxus’ worldwide head of planning, and Nick Baughan, chief executive of Maxus UK. She will split her time evenly between Maxus UK and Maxus Global.
In her new role, Smith will aim to deliver outstanding creative work for clients, as well as expand the UK creativity leadership programme to all Maxus employees worldwide.
This year, Smith developed the bespoke creativity training scheme, in which 10% of Maxus UK employees were tasked with improving creative problem-solving and becoming creative champions to drive their learning across the agency.
She was named one of Campaign’s top ten media planners in 2015 and was credited with helping to win the L’Oréal business a year earlier.
Smith joined Maxus in 2013 as head of planning. She previously spent eight years at PHD, latterly as strategy director on the Unilever global planning team, responsible for the foods portfolio.