The Drum has learned that Don Smith, co-creative director at The Union, is set to leave the agency to join Edinburgh-based digital agency Realise.

The move will come as a surprise to many in the industry and will see Smith,  who shares the creative director role with Michael Hart, take on the role vacated by Andrew Craig last October after a decade at the agency.

Smith told The Drum: “I genuinely believe that our industry is changing radically. The delivery channels are new but, in five or ten years time, what are we going to be looking at for our communications? I don’t really know. But what I do know is that it won’t be traditional TV advertising.”

Smith will leave The Union at the end of April following a period of notice. He has been at the agency for over ten years and last year was appointed to its board in June.

Fiona Proudler, creative services director, commented:“We are always ambitious for the best and couldn’t be more pleased that Don has agreed to join us.  The web is still growing and at a fierce pace, so to bring in the very best innovative and creative thinkers such as Don will help us develop our reputation as thought and practice leaders in the market. Don’s skills and experience will bring a new and compelling perspective to the digital marketing campaigns and projects we run for our clients.”