TBWAMedia Arts Lab, Apple’s dedicated creative agency, has a new global strategic direction.
The agency hired Amanda Bean as Director of Global Strategy. In this role, she will be based at TBWAMAL’s Los Angeles headquarters. Bean joins the agency from Anomaly Amsterdam, where she was a partner, director of strategy, leading the planning of Anomaly’s offices in Amsterdam and Berlin.
Although chief strategy officer is not a new role at the agency, the position had been vacant for 18 months after the previous CSO Nick Barham left to start his own business, FNDR.
“We searched long and hard to find the right candidate for the role, identifying someone who could not only guide our strategic offering globally, but also play an active role in shaping the agency and the work we create. , as we look to the future,” Catherine De Bauw, global president of TBWAMedia Arts Lab, said in a statement. “His experience creating work globally and locally, in markets on every continent, is invaluable and gives him a unique perspective and experience in creating work that can feel both global and local.”
Bean joined Anomaly in 2012 as Planning Manager for Amsterdam and transformed his department into a multidisciplinary team, working with clients including Bulgari, Converse, Ikea, Johnnie Walker and T-Mobile.
Bean’s career began in New York at JWT. She moved to the UK in 2003 with JWT before joining BBH London, where she spent five years. In 2010 Bean moved to Amsterdam to join Wieden + Kennedy, where she was Head of Global Planning for Coca-Cola.
“Many agency executives would be content to do work that makes the rest of the world jealous,” Bean said in a statement. “What I like about [Brent Anderson, global chief creative officer for TBWAMedia Arts Lab] and Katrien, and the team they have built, is that their iconic and enduring track record of work is coupled with a genuine thirst for innovation and disruptive creativity.