The former managing director takes on a new role as the agency’s dedicated chief digital officer
TBWA\Media Arts Lab has announced the promotion of Beth Keamy to chief digital officer at its Los Angeles headquarters.
Beth joined the agency in 2016 as global senior strategist. She led countless global digital- and social-media initiatives for Apple, including the launch of Apple’s first branded Instagram handle — a defining social-media moment for the brand.
Beth assumed her role as managing director of the Los Angeles office in 2020, where she led the work, the agency, and its people to record heights, while continuing to influence and drive the way in which Apple moved into new digital spaces.
In a move to further bolster the agency’s digital arm, Beth returns to her digital roots to take on a newly defined role in which she will lead teams across all interactive disciplines and work closely with the agency’s five other, international hubs.
Reporting directly to Katrien De Bauw, global CEO of TBWA\Media Arts Lab, Beth will partner with global chief creative officer Brent Anderson, chief strategy officer Amanda Feve, and executive director of production Brian O’Rourke to continue to evolve the agency – and its work – for today’s marketing landscape by bringing innovative skill sets into their respective departments.
“Beth’s ability to influence how we work and what we deliver has been nothing but exceptional since Day One at the agency,” said Katrien. “Her pure desire to stay hungry and curious has kept us ahead of the pack – Media Arts Lab, and our work would not be in the position they are in today without her digital expertise, business acumen and resilience. We couldn’t have a more perfect candidate to take on this new role, and being able to promote homegrown talent is always an honour.”
“Running the LA office has been an incredible experience, giving me the opportunity to get deep into the business and the commercial side of what we do. With this new opportunity, I’m really excited to get back to being closer to the work, and focus on the digital team and talent globally,” Beth noted.
Beth joined MAL from Burberry, where she had been a global social-media manager. In 2018, she was named one of Business Insider’s Rising Stars of Madison Avenue. Beth has been instrumental in much of Media Arts Lab’s award-winning work, including the creation of the Apple TV+ Instagram, the HomePod ‘Welcome Home’ campaign, AirPods ‘Bounce,’ MacBook ‘Share Your Gifts,’ and many more.
In the wake of Beth’s move to CDO, Nicole Rowett and James McCullagh have both been elevated to executive director of account management, with the responsibility of overseeing the account management group.
TBWA\Media Arts Lab is the bespoke global agency for Apple, with six regional hubs and over 800 people around the world, with the shared mission to create impact for the world’s most iconic brand.
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