Apple’s bespoke global creative agency TBWA\Media Arts Lab has appointed Ankita Tobit as Creative Director for its London office. Reporting to Executive Creative Director Tim Schoenmaeckers, Tobit joins the leadership team to drive culturally relevant, socially engaged work, reflecting the agency’s mission to create impactful, non-traditional advertising for Apple.
TBWA\Media Arts Lab, the global creative agency dedicated exclusively to Apple, has announced the appointment of Ankita Tobit as Creative Director for its London office. The decision marks a significant step in the agency’s ongoing mission to produce work that is culturally resonant, socially engaged, and reflective of Apple’s enduring brand ethos.
Tobit will collaborate closely with the MAL London leadership team and report directly to Tim Schoenmaeckers, Executive Creative Director. Her arrival comes at a pivotal moment for the agency, which is sharpening its focus on campaigns that not only showcase Apple’s products but also connect deeply with audiences across generations and geographies.
Schoenmaeckers underscored the importance of the appointment, describing Tobit as a creative leader who will elevate the agency’s ambitions. “We’re on a mission to bring a different shape of work. Work that sticks. Work that’s culturally relevant and socially engaged across our regions,” he said. “When people like Ankita join, they don’t just bring knowledge; they raise the standard for all of us and keep us accountable to that mission.”
For Tobit, the opportunity represents both a professional milestone and a creative challenge. Reflecting on her new role, she highlighted the shifting expectations of audiences and the need for brands to respond with authenticity and imagination. “The advertising landscape is changing faster than ever. Audiences across generations expect far more from brands they love,” she said. “Tim’s vision for MAL London was impressive. He described it as a playground that is focused on experimentation and committed to bringing culturally relevant ideas that don’t feel like advertising in the traditional sense. It is an honour to be given the chance to create the most exciting work for the most iconic brand in the world.”
The appointment underscores the evolving role of creative leadership in an era where advertising must transcend traditional boundaries. Apple, as one of the most recognisable and influential brands globally, has long relied on TBWA\Media Arts Lab to craft campaigns that blend innovation with cultural resonance. From iconic product launches to emotionally charged brand films, the agency has consistently delivered work that shapes public perception and reinforces Apple’s position as a leader in design and technology.
Tobit’s arrival in London is expected to further strengthen the agency’s ability to deliver campaigns that resonate not only with British audiences but also with Apple’s global community. London, with its rich cultural diversity and reputation as a creative hub, offers fertile ground for experimentation and storytelling. By embedding herself within this environment, Tobit will be tasked with ensuring that Apple’s campaigns remain fresh, relevant, and impactful.
Her appointment also reflects a broader industry trend: the increasing importance of creative directors who can navigate both cultural nuance and brand legacy. As advertising becomes more intertwined with social conversations, agencies are under pressure to produce work that is not only visually striking but also socially conscious and emotionally intelligent. Tobit’s emphasis on experimentation and cultural relevance aligns with this shift, positioning MAL London to deliver campaigns that feel less like traditional advertising and more like meaningful cultural contributions.
The challenge, however, is formidable. Audiences today are more discerning than ever, with heightened expectations around authenticity, inclusivity, and social responsibility. Brands that fail to meet these expectations risk alienating their customers. For Apple, a company that has built its reputation on innovation and design excellence, the stakes are particularly high. Every campaign must not only showcase the brand’s products but also reinforce its values and vision.
Tobit’s appointment suggests that MAL London is prepared to meet these challenges head-on. By fostering a culture of experimentation and accountability, the agency aims to push creative boundaries while staying true to Apple’s ethos. Schoenmaeckers’ description of the agency as a place where standards are continually raised reflects this commitment. The expectation is that Tobit will play a pivotal role in ensuring that the work produced in London sets new benchmarks for creativity and cultural relevance.
Her vision of advertising as something that should not feel like advertising in the traditional sense is particularly resonant. In an age where audiences are bombarded with content, the ability to create work that feels organic, engaging, and culturally embedded is invaluable. For Apple, whose brand identity is rooted in simplicity, elegance, and emotional connection, this approach is not just desirable but essential.
The appointment also highlights the importance of leadership diversity in the creative industry. As agencies strive to reflect the audiences they serve, the inclusion of voices with varied perspectives becomes critical. Tobit’s role as Creative Director in London adds to the agency’s leadership strength, ensuring that its work is informed by a broad range of insights and experiences.
Looking ahead, the industry will be watching closely to see how Tobit shapes MAL London’s output. The expectation is that her leadership will result in campaigns that not only capture attention but also spark conversation and inspire audiences. For Apple, the partnership with TBWA\Media Arts Lab has always been about more than advertising; it has been about storytelling, legacy, and cultural impact. Tobit’s appointment reinforces this philosophy, promising a future where the work continues to resonate on multiple levels.
In the fast-changing world of advertising, where trends shift rapidly and audiences demand more, the role of creative leadership is more critical than ever. Ankita Tobit’s appointment as Creative Director for MAL London is a statement of intent: a commitment to producing work that is bold, relevant, and enduring. For Apple, it is another step in ensuring that its brand remains not just iconic but also deeply connected to the cultural fabric of society.
As Tobit takes on her new role, the stage is set for a period of creative exploration and innovation. With the backing of Schoenmaeckers and the MAL London leadership team, she will be tasked with delivering campaigns that embody Apple’s vision while pushing the boundaries of what advertising can achieve. The industry, and audiences alike, will be eager to see the results.
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