OLIVER appoints former TikTok creative chief

Marketing agency OLIVER, headquartered in London, has appointed former TikTok executive Tom Skinner as group executive creative director as it continues to expand its global creative leadership team and evolve its AI-powered marketing offering.

Tom joins after six years at TikTok, where he most recently served as global executive creative director, helping brands including BMW, Gucci, Samsung and Off-White develop social-first campaigns and cultural partnerships. 

During his time at the platform, he also contributed to the development of new products and AI-powered marketing tools.

Bringing more than 20 years of experience, Tom has previously held senior creative roles at agencies including BBH and CHI & Partners, leading campaigns for brands such as British Airways, Samsung and Tesco Bank.

In the newly created role, he will work across OLIVER’s global client portfolio, helping brands develop platform-native creative work while exploring how artificial intelligence can support marketing effectiveness and creativity. 

He will also serve as creative lead for Unilever’s U-Studio.

Tom’s appointment forms part of a wider creative leadership restructure, with Eloise Smith also taking on the role of group executive creative director.

Tom said: “What attracted me to OLIVER is the opportunity to work with some of the world’s most ambitious clients and help them build brands through social-first, creator-led ideas  that feel relevant, authentic and meaningful for modern audiences.

“During my time at TikTok, I saw first-hand how social, creators and communities have transformed the way brands connect with people. 

“The most successful brands and agencies are increasingly combining agile, collaborative creativity with creator partnerships, community-driven thinking and AI-enabled ways of working. OLIVER and The Brandtech Group have been leading that shift, but they never lose sight of the importance of great ideas, creativity and craft.

“I’m excited to join a team that shares my belief that great creativity can happen anywhere, across any platform, and that the most effective ideas are often the ones that genuinely earn a place in people’s lives. 

“I can’t wait to help create stronger connections between brands, creators, communities and customers.”

Rodrigo Sobral, global chief creative officer at OLIVER, added: “Tom combines world-class brand-building experience with a deep understanding of how culture is created and shared today.

“The brands that succeed now create ideas and experiences that people actively choose to spend time with. 

“Tom understands how to build that kind of relevance and participation, helping brands show up in ways that feel authentic and meaningful.

“As we continue to evolve our Gen AI creative offering, Tom’s experience and perspective will be invaluable. 

“He joins us at a moment when clients are looking to combine world-class brand building, social-first creativity and the latest AI-powered storytelling capabilities, and Tom’s background makes him uniquely placed to enable that.”

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