The Mill has appointed former Mindshare Worldwide client leader Mike Smallwood as the new managing director of Beam TV.

Smallwood, a member of the Global Executive Committee, will join in February 2009 and will be added to the board of The Mill Group.

At Mindshare he was responsible for commercials clients including Ford Motor Company, PAG, Mazda, Nestle WW and Lenovo EMEA. He joined Mindshare in 2005.

Commenting on the appointment Robin Shenfield, the chief executive of The Mill, said: "Obviously, these are challenging times for everyone in the advertising business, but in our view that's what makes it all the more important to invest in the best people, the best technologies and the best ideas.”

“The combined talents of The Mill and Beam TV give us a world class capability and Mike's appointment will add considerable management experience and industry expertise to our offering.”

Smallwood said: “The impact of digital is increasingly re-shaping the way in which we all engage with commercials, content and ultimately consumers. The proposition offered through the range of services provided by The Mill and Beam TV will have increasing appeal for advertisers and agencies due to the delivery of enhanced asset management, storage and distribution facilities.

"The inherent productivity gains of greater control, enhanced speed to market and process or cost efficiencies bring benefits to all parties.”

Founded in 2001, Beam TV is a fully integrated service for storage, adaptation and distribution across all platforms of visual assets globally as well as providing in-store ambient solutions and online awards management.