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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."