TMW’s joint executive creative director Daren Kay has been appointed to the newly created role of director of innovation. Kay is tasked with spearheading innovation across the agency and will report directly to TMW creative partner Paul Tullo.

With over 20 years of experience in the creative industry, 11 of which have been spent leading the creative department at TMW, Kay takes on his new challenge with immediate effect. In his new role, Kay will utilise his extensive creative knowledge and leadership skills to drive innovation in the agency.

Under a new initiative called the ‘influence lab’, Kay will bring specialists from across the agency together to unlock deeper customer insights to creative briefs. The ‘influence lab’ feeds into TMW’s overarching agency proposition of ‘Intelligent Influence’, which aims to guide brands through the complexities of today’s consumer landscape by identifying the key influences that affect how people think, behave and spend. Clients will also be invited to participate in these sessions.

In addition to this, Kay will use a range of idea stimulation tools for an initiative called the ‘hot house’ where he aims to drive innovation by engineering greater collaboration between creative and technologists. Kay will also be responsible for inspiring all departments within the agency to look for innovative solutions to their day to day challenges. Departments from across the agency, from data to creative and client services will have access to his expertise.

Paul Tullo, creative partner at TMW comments: ‘Having worked in the creative department at TMW for 11 years and as executive creative director for the last four, 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.”

Daren Kay adds: ‘As director of innovation, 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.”

Published on: 2:52PM on 5th July 2012