LOS ANGELES Zentropy Partners has added Gary Smith in the newly created position of senior vice president and group creative director, the interactive agency said.
Smith, 31, will lead the creative and design groups of Zentropy's Los Angeles office. He reports to Steve Woolford, worldwide managing director of Zentropy, which is part of McCann-Erickson WorldGroup's MRM Partners Worldwide unit.
Previously, Smith was interactive creative director at TBWA\Chiat\Day in Playa del Rey, Calif. During his two years at the shop, he worked with clients such as Nissan, Infiniti, Indian Motor Cycle and Adidas, and earned a bronze Pencil at The One Show Awards for Nissan's "Future Z" micro Web site.
"Gary's very talented, and he also has a great deal of experience in animation," Woolford said. "We are moving heavily in that direction now with broadband."
Tiago Soromenho-Ramos, who previously oversaw creative for all Zentropy Los Angeles clients as senior vice president and creative director, retains his title but moves into a new role, leading the creative team on the General Motors account. The shop has been GMBuyPower.com's agency for nearly four years. Soromenho-Ramos, 32, will report to Smith.
"We've been winning a lot of business and we need to move to the next level in our creative department," Woolford said. He added, "General Motors has grown to the point where it requires a fairly senior person to focus on it, which is why we moved Tiago to head that."
Since the start of this year, Zentropy's Los Angeles office has added clients such as Park Place Entertainment and Cox Communications.