Motel appoints Beth Moss as creative director and head of Studio Room.
Promoted creative directors will report to Lee Tan, co-founder and chief creative officer at Motel.
Independent creative agency Motel has promoted creative directors Beth Moss and Dan Kenny to head of content and head of craft, respectively.
Moss and Kenny will report to Lee Tan, co-founder and chief creative officer at Motel.
The pair will be responsible for overseeing the quality of the shop’s creative output following new-business wins such as N Brown.
Moss will also lead the launch of the agency’s dedicated content offering, called The Studio Room, designed to create social and digital-first content.
She said: “Content today isn’t just a game of speed and scale, it demands intention, originality and a sharp cultural lens.
“The Studio Room is where Motel’s earned-first creativity meets agile production, giving brands the edge to stay relevant, resonant and real, without ever sacrificing craft or quality.”
Moss joined Motel as creative director in November 2024, following 11 years at McCann London, where she became UK creative lead for L’Oréal Paris.
During her time there, she worked on “The worth it experience”, which transformed Piccadilly Circus into a five-day immersive beauty event, and was the co-creator of “Pain pass” for Nurofen.
Kenny joined Motel in October 2023 and will be responsible for the craft that the agency puts into its campaigns.
He said: “As AI tools accelerate production, craft and taste become the ultimate differentiators.
“They are what stop ideas blending into the feed and make people actually care. Our ambition at Motel is to make work that earns attention — and that starts with flawless execution.”
Kenny spent 13 years at TBWA\London, working across Adidas, Lidl and Jaffa Cakes. He also won the 2021 Health and Wellness Cannes Lions Grand Prix for his work on Beco’s “Steal our staff” campaign.
Tan said: “Beth and Dan are both that rare combination of outstanding thinkers with a keen eye for craft.
“Beth’s leadership of The Studio Room gives us an exciting new content offering at a time when brands need it most. And Dan’s expanded role doubles down on what we believe will set independent creative agencies apart in this fast-changing landscape. It’s an exciting new chapter for Motel.”