Andy Watson-Smith

Associate Creative Director

  • LocationUnited Kingdom



  • User Experience Design
  • Design
  • Creative Direction
  • Illustrator
  • Indesign
  • Photoshop
  • Digital Strategy
  • Design Direction
  • Sketch
  • Brand Creative Strategy
  • User Interace Design
  • Design Guidelines

Work history


Associate Creative Director

Critical Mass

Jul 2011
  • Led projects and accounts ranging from blending branded content with rich e-commerce in a re-design of, to creatively directing Citi’s Rewards loyalty program from concept to global rollout, to creating a social strategy, content and campaigns for Dunlop Goodyear, and helping the UK’s travellers discover more than just Cape Town with a new responsive site for South Africa Tourism. Also involved in creative on several pitches, hiring and mentoring creative talent, and creative leadership within the business.