The ECD position was left vacant since October 2000 with the departure of Marc Lucas, who recently also left D'Arcy Hong Kong. Group creative director Peachy Todino-Pacquing held the fort during that time.
Smith comes to Manila fresh from his stint as ECD at O&M Bangkok, a post he held for just over a year. Prior to that, he was a partner at Principals, a team of Sydney-based agency professionals working with Jack Vaughan, a respected copywriter and advertising practitioner in Australia.
Bringing 22 years of advertising expertise to his new post, Smith said his priority was "to create effective creative Pinoy (slang for Filipino) advertising that really strikes a chord".
He added: "The fact is I love doing ads, so anything's possible. I sincerely hope that I can continue the great tradition that has been already established here by the previous ECDs."
According to Smith, the team under Pacquing had done some remarkable, award-winning work. "Peachy has nurtured the teams to produce some stunning work across all areas of advertising. She's been pivotable in creating an environment that makes O&M Manila not just an advertising agency in the traditional sense, but more especially an 'ideas company'."
Despite initially setting out to be a teacher, the University of Sydney graduate eventually found his niche in advertising.
Of his change of career, Smith quipped: "Because it's the most fun you can have with your clothes on.
"But seriously, I had a friend who was in advertising. It looked like a real interesting thing to do. I hassled for a job. There's never a job in advertising. You have to show enthusiasm, start in any position. You'll get a job by force of character. Ask for experience, not money. You have to have passion."
Smith started as a writer at Forbes, Macfie, Mitchell Hanson in Sydney in 1980, before moving to London where he was hired by Abbott, Mead, Vickers, London.
He left after a year when he was unable to secure an employment permit.
Smith returned to Australia and worked with Campaign Palace in Melbourne and Sydney for more than a decade before joining O&M.
