Formerly of brand consultancy Mac+Moore, Jess MacIntyre and Natalie Moores will work with Colin Corbridge, Smarts’ group head of creative and strategy, on the agency’s ‘Futures’ programme, involving new services and strategic counsel for clients.

With experience across brands like Unilever and NowTV, MacIntyre and Moores will be based in London but support teams globally. Smarts CEO Pippa Arlow called their blend of creativity and strategy a key asset for 2025.