Creative. Executive director. Agency leader. Designer. Philosopher. Idea debater. Design thinker. Strategist. Mentor. Digital obsessive. Board gamer. 

I believe digital native thinking unlocks the true potential of advertising.

I believe digital native thinking unlocks the true potential of advertising.


Robb (yes with double b) Smigielski

As a creative, I am always striving for my next project to better the previous one. I am never truly satisfied. This keeps me coming back to my job with energy and drive, always looking for the next opportunity to make something amazing. I see potential everywhere.

By title, I am an Executive Creative Director with over 17 years of digital design, branding and advertising experience. For 10 of those years I’ve been a leader of small and large teams of designers, art directors, copywriters and creative directors—conceiving and delivering award winning creative and advertising for a wide variety of clients. My experience and expertise is in integrated digital marketing, social media engagement, branding and digital product development.

I've been at the forefront of digital creativity and its transformation of the customer experience my whole career. I believe that every business is in the technology business and only digital native thinking can unlock the true potential of advertising. I am a true digital evangelist.

I believe that there is no best practice anymore in advertising. We live in an age of chaos and opportunity and all rules are rewritten constantly. As a result, we cannot truly rely on the knowledge of previous experience, as what works today will likely not work tomorrow. We can only strive to create fresh experiences and then prove they had meaningful value to the participants.

I have led the implementation of large-scale design and interactive platforms and integrated, digital marketing experiences for companies like Bentley, Virgin Active, PwC, Xbox, Premier League, Kashi, Microsoft, HSBC, Lenovo, Nintendo, Colgate, Bear Naked Granola and the House of Marley. He also led the strategy, product development, brand and visual design of the social e-reading platform, Copia, which was awarded the Best of Digital WPPed Cream Award in 2011. 

For the last 10 years I’ve been with VML, one of WPPs fastest growing global digital agencies, of which the last year was our most awarded ever. Now at VML London, I am the head of the creative department and oversee the creative strategy, design and execution for all clients.

I have been recognized for his achievements in the industry by the Drum DADI awards, the BIMA awards, the Addy Awards, the Webby Awards, Print Regional Annual, IAC, OMMA, Communication Arts, How Interactive, Medical Marketing Awards, OMNI Awards, and the AIGA Design Awards.

I personally led the strategic rebrand of VML in 2008 and continue to drive it’s development and rollout globally.

I've presented publicly about the impact of digital technology on advertising at Social Bakers Engage London 2015, International Creatives London 2017, and Falmouth University Guest Lecturer Series 2017. I’ve had work featured in the Cooper Hewitt exhibition and book, Now in Production (2012). I was a featured Layer Tennis Competitor. I’ve had work published in several design compendiums including New Ornamental Type: Decorative Lettering in the Digital Age and Type Form & Function: A Handbook on the Fundamentals of Typography.