French, who has proven success in leading, investing and advising companies in the advertising, marketing and technology industries, has been appointed to spearhead the company’s global ambitions.
As Managing Director, French is tasked with heading up Tactical’s teams across all regions, bringing invaluable experience from working with major brands such as Uber, H&M, Airbnb, Heineken and Audi over the past 15 years.
He brings with him a people centred approach to ensure teams work collaboratively to support both the individual and company growth goals.
Working closely with the dynamic international team and senior management, including the recently appointed Head of Creative, Jose M. Sanchez, his focus will be on accelerating Tactical’s evolving creative and innovation capabilities to ensure the agency is leading on creativity.
“Over the last decade, the shift to programmatic advertising has meant creative is the single biggest lever that any brand can control”, French said.
“Working for a leading business that so successfully combines data and creativity is therefore incredibly exciting for me.
“Tactical has proven time and again it can deliver best-in-class creative solutions and I’m delighted to take on this role and really drive forward its global ambitions.”
Mike Khouri, CEO of Tactical, said: “Andrew is an incredible business leader. He has experience working with leading brands across the globe, has built a reputation as an amazing enabler of people, and is someone I’ve respected in his roles prior to him joining us.
“At Tactical, he’ll bring new thinking and an evolved approach to creative and technology.
“The agency will continue to expand under his leadership, but what I am looking forward to most is his ability to create an environment that supports and incubates talent and supercharges our creative and innovation capabilities.”