Having previously filled the role of art director at WRG, Smithson will now take on the role of creative director and will take the creative lead of the agency's projects. She will report to WRG executive creative director, Mark Gass.
Her remit will also involve fostering creative superiority and pushing the creative output of the agency. Smithson said: "I'm thrilled to be leading on some of the exciting projects WRG and The Creative Engagement Group have got coming up. I come from an advertising background and I think clients are increasingly seeing live events as bigger part of the communications mix. I’m constantly asking how do we improve our creativity? What are the barriers? What are the outside influences? And how do we turn the challenges into stepping stones to deliver not just good or great but what we call ‘category redefining’ work?"
Mark Gass added: "We have a motto: ‘Create Unforgettable’. It’s a great challenge and without talent from the likes of Charlotte it would simply be words. She personifies our creative ambition with her drive to constantly push the boundaries, work collaboratively and mentor the next generation who are coming on board. These attributes are especially important when it comes to capitalising on the broader capabilities we now offer as part of The Creative Engagement Group. It’s a great internal promotion and it’s certainly very well deserved."
Smithson began working at WRG in 2010, having moved to live events from an advertising background. Her promotion follows the appointment of creative director Jen Robison for WRG’s US operation in Philadelphia.
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